John Lewis’ Christmas advert for 2024 is officially here and, judging by the reactions, people are a little confused and disappointed by this year’s efforts.

Last year, the department store charmed the masses with the Absurdly Cute Snapper the Venus Fly Trap and the previous year tugged at the heartstrings as father tried to bond with his adopted daughter through skateboarding.

This year, the retailer went back to basics and focused on that time-honored tradition of the last-minute rush to buy a Christmas gift for a loved one.

The ad follows Sally, a young woman who is frantically searching for a birthday present for her sister Lauren. She finds herself at John Lewis on Oxford Street, London, fifteen minutes before closing.

While searching for a gift, she stumbles through an aisle of tulle dresses and is propelled through a gargantuan wardrobe to her childhood home, Narnia-style, from where she embarks on a nostalgic journey through her memories to find the perfect time trial press.

On her trip, she meets younger versions of her sister, who changes age throughout the commercial. The two eventually meet up outside the store, as Richard Ashcroft’s acoustic version of The Verve’s “Sonnet” soundtracks of the moment and all seems right in the world.

In a three-star review, Ellie Muir in The Independent wrote: “There are a lot of you-will-miss-it moments that overload this fleeting two-minute ad like a Christmas turkey. Muir adds: “However, press the replay enough times, and the ad is a touching tribute to brotherly bonds.”

So far, reactions to the advert have been largely mixed, with one viewer boldly calling it: “Pretty comfortably the worst yet.” »

Another person said: “The John Lewis advert has been dropped. I don’t really understand. I like the song but another dud.

“John Lewis Christmas advert 5/10… They brought it down to 10/10 with The Verve playing in the background,” a third person added, praising the use of the Britpop anthem.

Some defended John Lewis. One person said: “Family. That’s how it is. But okay, let’s not pull on the heartstrings – what I like sometimes is not to play the emotional card.

“I was absolutely not ready for the John Lewis Christmas advert,” explained one emotional viewer.

Commenting on their personal experience, a third person wrote: “If you just watched the John Lewis advert and have sisters you’ll totally understand…I sobbed.” »