John Lewis didn't ask you to buy anything
That's why you did
Today, I’m taking a closer look at one campaign where storytelling stopped me in my tracks.
I break down exactly what they did with the story, and what you can take into your own writing and marketing.
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In this post, the spotlight is on one of the most-watched Christmas ads in Britain, and the CTA you won’t even notice…
In case you’re not familiar, every year John Lewis, a UK department store, releases a Christmas campaign that is not really an advert, but more of a short movie with one central character.
In 2024, the Christmas advert was ‘The Gifting Hour’. It follows Sally who faces a challenge many of us face at Christmas – finding a perfect gift for a loved one (in Sally’s case, her sister):
Panicked Sally runs into the department store, her coat flies like a cape behind her. Her eyes move quickly, scanning every shelf. Suddenly, as she steps through a rack of dresses, she is transported somewhere unexpected…
A Narnia-style wardrobe takes her on an emotional journey of childhood memories and sisterhood.
Surprised at first, she recognises the moments. Each gives her a gift idea, but it’s not quite right, so she continues to search. It has to be perfect…
As you watch, you can feel the love and the special bond between sisters. You understand why any gift won’t do, and why it is so important for Sally to buy the perfect gift.
Mesmerised, you are following Sally’s search – will she succeed?
A wave of happiness is washing over you as you see Sally finding the gift, and even though you can’t see what it is, you know it’s perfect.
The story is memorable, emotional and very relatable – in other words it’s a masterclass. But John Lewis managed to do something else masterfully too. They have made the CTA of the ad clear, and yet it’s invisible.
I’ll let you experience it for yourself.
Watch the ad below (it’s 2 minutes).
John Lewis spent two minutes and several million pounds telling you a story. A story about Sally – someone just like you or me. They didn’t focus on their brand; instead, they used the store in service of the story. The store is where Sally’s answer lives, not what the ad is about.
Let’s look at what’s actually happening at each stage of that story:
John Lewis showed you a problem you will likely have – looking for the perfect gift.
They made the story relatable, because you were able to relate to Sally’s problem.
You became emotionally invested in Sally’s quest, rooting for her to succeed.
You were given a solution to the problem.
The tagline at the end helps you interpret the meaning of the story, but nowhere in the ad did John Lewis suggest what you should do, and yet you come away with a clear idea after watching the ad.
That’s the invisible CTA – built perfectly into the story itself.
The slogan at the end of the ad feels more like the moral of the story than persuasion to buy. The persuading part was already done in the story, so the CTA doesn’t have to. People trust conclusions they arrive at themselves far more than conclusions someone else gave them.
By the time the strapline appears – “the secret to finding the perfect gift? Knowing where to look” – John Lewis only confirms what the story had made you decide already.
And that’s the effect worth making in your own writing.
The question to ask before you write your next CTA is not so much about what do I want them to do? You already know that. What you want to decide is: what do they need to feel before they’re ready to do it? Write to that feeling. Build the story around it.
Allow the reader to come up with the idea of what they should do next. Guide them to that realisation, but don’t tell them specifically what that is. Provide means to do it, of course, but do it in a way that supports the story. Let it be a thought that stays with the reader for when they are ready to act.
That’s what John Lewis did in two minutes. You can do it in two paragraphs.
Until the next story…
Dot