The final part of John Lewis’ multi-stage Christmas campaign has concluded. The winner of the brand’s cover star competition is twenty-one year old Mel Raeburn.
John Lewis is known for its Christmas adverts featuring cover songs. This year, Saatchi & Saatchi turned background lining into an opportunity to draw a crowd, inviting people to perform their own renditions of the 2024 Christmas original track, Sonnet, written by Richard Ashcroft.
The UK-wide talent search, conducted with BMG and Richard Ashcroft, was launched on November 15 on TikTok. Over 1000 entries were submitted and the challenge inspired an incredible variety of covers – from NHS colleagues, a Ukulele band, a fur-tastic entry from the dogs and cats of Battersea Dogs & Cats Home, and soulful aspiring singers recording creatively brilliant takes on the track. Will Young, Britain’s Got Talent’s Ace Clvrk and the John Lewis choir also helped support the competition with their own covers.
Mel Raeburn from Crewe, @mel.raeburn on TikTok, captured the hearts of Richard Ashcroft and the judging panel with their subtle arrangement and fine harmonies, embodying the emotional depth and festive magic of this year’s campaign.
Mel Raeburn from Crewe commented, “I’m beyond thrilled to have been chosen by Richard Ashcroft and John Lewis as the cover star. Everyone waits for the John Lewis Christmas advert every year and it’s an honor to be a small part of that magic and have my cover track released as a single – it’s a dream come true.”
Raeburn has recorded their own version of Sonnet at Angel Studios, part of the Abbey Road family, with top producer, Tim Bran, who is highly regarded for his work with London Grammar, Aurora and Birdy among others. The track will be officially released by BMG on December 19 as a charity and shared with the nation in a special TV airing of the advert on Christmas Day. Proceeds will be donated to John Lewis’ Building Happier Futures charity, that supports care experienced young people. The prize also includes a £3,000 John Lewis shopping spree and tickets to a Richard Ashcroft headline show in 2025.
Rosie Hanley, John Lewis brand director, commented, “This year, we took the chance to feature an original song in the Christmas advert to run the cover star music competition and give the nation the opportunity to be part of something really special. This year’s Christmas campaign centred around connection, digging a little deeper into your heart and exploring deep connections – finding our cover star has been a fantastic way to extend that message. Mel Raeburn truly embodies the spirit of our campaign, and we’re so excited to share their incredible talent on our ad airing on Christmas day.”
Richard Ashcroft added, “It’s been an honour to hear so many great interpretations of my song. The standard was so high it made choosing a winner really difficult. As I could only pick one, it was Mel with her subtle arrangement and fine harmonies.”
This year’s advert, The Gifting Hour, was the third chapter of John Lewis’ Golden Quarter campaign, created by Saatchi & Saatchi, having announced the return of Never Knowingly Undersold in September and launching its Christmas Gifting Showcase in early November.
Pre-order Mel Raeburn’s cover of Sonnet here.
All images by David Parry/PA Media Assignments.
