Sainsbury's was quick off the mark with its advert, which features beloved Roald Dahl character the Big Friendly Giant (BFG). We see the BFG asking the supermarket to make his Christmas "a big more phizz-whizzing". Meanwhile, Lidl - like John Lewis - has gone for a classic tale designed to tug at the heartstrings.

This festive season, the retailer is serving up an ad all about sisterly bonds. But it’s far too convoluted, and can’t compete with last year’s effort

John Lewis' Christmas advert has arrived and you can shop some of the items included in the advert right now. If you're looking to update your Christmas jumper collection, the Fair Isle jumper featured in the advert is under £50.

Discover how Richard Ashcroft's 'Sonnet' became the soundtrack for the latest John Lewis Christmas advert and its chart history.

The retail giant’s website had also featured the two word clue ‘gift knowingly’ in the run up to the debut of its 2024 advert. In The Gifting Hour, a woman is in a rush to get a Christmas gift for her sister and it starts with her running into the John Lewis store on Oxford Street, London just a few minutes before closing time.

Sonnet, which was penned by Ashcroft, originally appeared on The Verve's critically acclaimed 1997 album Urban Hymns and was released as a single a year later. Despite receiving enormous radio airplay at the time, the song only reached 74 in the UK charts as the physical release was limited to just 5,000 copies.

The Gifting Hour opens with heroine Sally running into the retailer’s Oxford Street flagship store, the first time a John Lewis store has appeared in its Christmas ad, 15 minute