LONDON, UK – John Lewis and legendary singer-songwriter Richard Ashcroft have unveiled the winner of the nationwide singing competition, launched as part of this year’s iconic Christmas campaign.
John Lewis is renowned for its Christmas adverts featuring cover songs and this year, the retailer used their biggest platform to offer aspiring musicians (and anyone who wanted to have a go!) a once-in-a-lifetime opportunity to become the next John Lewis cover star.
Together with BMG and Richard Ashcroft, a nationwide talent search launched on 15 November on TikTok inviting people to showcase their vocal talents by performing their own renditions of the advert’s original track ‘Sonnet’, written by Richard Ashcroft.
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, @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.
Speaking about their win, Mel Raeburn from Crewe, said: “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.”
Mel Raeburn, the lucky winner, 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 prize sees this special version of the track receive a digital release on 19th December via BMG and featured in a special Christmas Day airing of the advert on TV. Proceeds from the track will be donated to the Building Happier Futures charity.
The prize also includes a £3,000 John Lewis shopping spree and tickets to a Richard Ashcroft headline show in 2025.
Rosie Hanley, Brand Director, said: “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 said: “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.
“Congratulations, Mel, I look forward to hearing the recorded version. Merry Christmas, and love and peace to everyone who took part.”
This year’s advert, The Gifting Hour, was the third chapter of John Lewis’s Golden Quarter campaign, created by Saatchi & Saatchi, having announced the return of Never Knowingly Undersold in September and launching their Christmas Gifting Showcase in early November.
Watch the full advert on the John Lewis Youtube and pre-order Mel Raeburn’s cover of ‘Sonnet’ here.
