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The request of some Gentiles to meet Jesus (vv.20-22) was the occasion for a solemn announcement of his impending death. He spoke of it as his hour of glorification (v.23; cf. 13:32; 17:1). But glorification for Jesus meant suffering and death, as well as exaltation, and Jesus knew this. Human nature would seek to avoid such trauma, but Jesus' obedience to the Father was complete even in the face of death (vv.27-28; cf. 4:34; 5:30). As a result of his death, there would be judgment for this world and its leader (cf. 16:11) and salvation for humankind. With 12:24 cf. 1Co 15:36; with 12:25-26 cf. Mk 8:34-38 and parallels; and with 12:27-28 cf. Mk 14:36 and parallels.
John maintains that by “lifting up” Jesus meant crucifixion (v.33). Whether or not the crowd understood that, they did at least understand that lifting up referred to removal from the scene, and they rightly understood that Son of Man meant the Christ (v.34). But they had expected the Christ to stay permanently, and they claimed that Jesus' words confused them. The confusion was feigned; they were unbelievers and were trying to confound him. Jesus addressed their dilemma by a renewed call for them to put their trust in him while there was still time (vv.35-36; cf. 9:4; 11:9-10).