The release of the John Lewis Christmas advertisement marks the unofficial start of the festive season, with this year’s ad inviting the nation to say what they feel through the power of thoughtful gifting.
This year’s storytelling, created by Saatchi & Saatchi, focuses on the rekindling of a father-son relationship through a simple yet powerful gift, a vinyl. Taking viewers to a household’s Christmas day, the family’s teenage son is portrayed as detached from his father, wearing headphones as his Dad cleans up leftover wrapping paper. Amongst the wrapping paper, he discovers a present marked Dad with a smiley face, inside is a vinyl record.
’90s dance icon Alison Limerick is revealed as the soundtrack to the unwrapped vinyl with her dance anthem, “Where Love Lives”, alongside a new rebooted version of the original by acclaimed artist and producer Labrinth. As the vinyl is placed on the record player, the father is transported to a ‘90s dance club as he reminisces on the 1990s he knows and loves through the power of music.
Alison Limerick spoke on the use of her music in this year’s ad, stating, “I squealed when I heard that ‘Where Love Lives’ would be in the advert – literally squealed like an excited child. Music has always had the power to bring all kinds of peeps together, but I hope this year’s John Lewis Christmas advert will give those who see it a new, emotional connection with the song – especially with what Labrinth has created. His gentle version is just so beautiful; it’s sure to fill the heart with love.”
As the ad continues amongst the club strobe lights and masses of people dancing, the dad calls his son, who is not a teen but has transformed into a toddler taking his first steps and then to a newborn baby cradled in his arms. The dance anthem becomes a bridge between memories and love between then and now as the dance classic becomes a means of unspoken communication between the father and son: “That I know we aren’t as close as we used to be, but I love you.”
Shifting back to the present day alongside Labrinth’s reimagined track echoing, the son catches his dad enjoying the gift as they share a wordless embrace in the heartfelt end to his years John Lewis Ad.
Speaking on the launch of the ad, Rosie Hanley, Director of Brand for John Lewis, said, “This year’s John Lewis Christmas campaign is a celebration of connection, memory, and the unspoken emotions that make the season truly magical. At John Lewis, we understand the power of a thoughtful gift, and we hope the Ad will inspire our customers to find the gift that articulates their feelings, allowing the present itself to speak volumes where words may sometimes fall short.”
Frankie Goodwin, Chief Creative Officer of Saatchi & Saatchi, also spoke on the ad, saying, “Music is always the beating heart of the John Lewis campaign at Christmas but this year it’s the gift itself. The track threads through an integrated campaign that poignantly explores the power of a gift to communicate something we might not be able to put into words. A banger on many levels in many channels, I hope it inspires lots of thoughtful, expressive gifting and some family trawls through old playlists on Christmas Day too!”
The campaign doesn’t just stop there, as available from today in store and across the John Lewis app (exclusive to my John Lewis member for the first 24 hours), Rough Trade at John Lewis will exclusively stock the vinyl record. Featuring brand new club-inspired artwork, Side A of the vinyl will treat fans of Limerick’s original, while Side B presents Labrinth’s softer remimagined version also features in the new ad.
The vinyl is priced at £14.99 with all profits going to support the John Lewis Partnerships Building Happier Futures programme, helping people in care build brighter futures.
