The Christmas John Lewis Ad 2025 , out this week, celebrates the power of nostalgia via a vinyl record.
It’s my favourite time of year – the Christmas ad season! Once again, John Lewis is one of the first out of the blocks. It hits us right in the heart with their 2025 Christmas campaign.
And this year? It has me weeping. Sorry if this upsets the advertising gliterarty, but facts are facts and I’m too old to be bothered.
In what feels like increasingly uncertain times, this ad is a beautiful, necessary moment of connection. Instead of the familiar cute critters of years past (sorry, Monty the Penguin), John Lewis and Saatchi & Saatchi have delivered a deeply personal and nostalgic story focused entirely on the pure, unspoken power of a family bond.
Where Love Lives
The magic starts with the soundtrack: the 1990s club classic, “Where Love Lives” by Alison Limerick.
John Lewis is appealing directly to ageing clubbers, me included. And now, teenage kids—by making a nostalgic vinyl record the perfect gift.
The ad follows a middle-aged dad who, upon receiving the record from his son, is instantly transported back to his clubbing days.
The scenes of him dancing with abandon in the flashing lights of a nineties club are pure joy. But the moment that truly breaks you is the emotional bridge. He dreams of seeing his teenage son across the dancefloor, and then, in heart-melting flashbacks, he sees the same boy as a small child and a baby.
The music literally ignites the bond between them. When the action cuts back to the living room, the club banger gracefully segues into a beautiful, slower new version by the British singer and producer Labrinth. It’s the perfect ‘John Lewis cover’ we’ve come to expect, capturing all the original emotion and layering it with profound, quiet sentiment.
The ad culminates in a simple, honest hug—a connection reignited, all thanks to one thoughtful gift. As John Lewis’s brand director, Rosie Hanley, beautifully put it, the ad is a celebration of “connection, memory, and the unspoken emotions that make the season truly magical.”
A Timely Message for Earlier Christmas Planning
While the ad is pure heart, John Lewis is savvy about the current landscape. Launching the ad 10 days earlier than last year is a strategic move, responding to a clear trend. Shoppers are starting their festive planning earlier than ever.
According to John Lewis, this is driven by customers wanting to “spread the cost of gifting across several paydays”and taking advantage of Black Friday promotions. It’s a smart recognition that for many, careful planning is key, and the retailer has been ready, unveiling their Christmas shops in September.
But the most heartwarming part is that the beautiful vinyl record featuring both versions of the track is available to buy. All profits will go to the John Lewis Partnership’s Building Happier Futures programme. This programme supports people who have grown up in care. A gift that gives back is always the best kind.
This year’s John Lewis advert isn’t just selling department store wares. It’s selling the irreplaceable feeling of connection, memory, and love. It’s a reminder that a thoughtful gift can speak volumes when words simply aren’t enough.
Grab your tissues and your old rave shoes. Christmas has officially begun.
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If you enjoy my blogs, you might be curious about my background. I’ve worked in PR and Marketing since 1993. In 1999, I founded a full-service agency and spent the next 24 years successfully growing it. I had the privilege of partnering with some of the biggest blue-chip brands in the UK and learned extensively from the exceptional marketing professionals I met along the way. In 2023, the management team I built successfully acquired my agency, 8848, setting me free to pursue new passions.
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