With John Lewis’s Christmas campaign having kicked off last month headlined by the return of its ‘Never Knowingly Undersold’ motto, the message now moves into the second stage of a three-part festive sequence.

The UK department store retailer has now unveiled a 2024 gifting campaign that comprises a ‘top 100 gifts’ seasonal list and eight films to run across November in partnership with a number of brands including beauty’s Charlotte Tilbury.

The first film, directed by Chris Hewitt through Knucklehead, hinges on a pink John Lewis cashmere jumper and highlights other products with proceeds supporting related charities. 

Landing ahead of the Black Friday trading period and similar to the first instalment,  its voiceover is by actor Samantha Morton while the soundtrack features Brad Kella, winner of Channel 4’s The Piano TV show, via a rendition of Bob Dylan’s Make You Feel My Love.

The fully integrated campaign will run across TV, broadcast-video-on-demand, digital, social, a large-scale out-of-home and print campaign, plus social media and radio.

John Lewis customer director Charlotte Lock said: “We recognise the changing dynamic in Christmas shopping. As Black Friday builds and our customers focus on finding the right gift for their loved ones, this campaign offers them inspiration. It also reminds them that they can always buy the right gift at the right price at John Lewis, not just over the Black Friday period.”