I’ll admit, I’m biased. As the dad of teenage children, I completely connect with the father in this ad. There’s nothing quite like the moment one of your kids shows their love — not by saying it, but by doing something that shows they really get you. It hits hard.
And that’s what John Lewis have captured. Perfectly.
It’s got emotion nailed
This isn’t another fairy tale. No CGI monsters. No talking animals. Just a dad and his teenage son. The boy buys his dad an old vinyl record (Alison Limerick’s Where Love Lives), because it meant something to him in his youth.
The needle drops, the music kicks in, and for a few seconds, the years disappear. You see the dad’s memories come flooding back — the dancing, the freedom and the joy. Then you’re back in the living room, and the two of them share this small, beautiful moment of connection.
No grand speeches. No fake tears. Just truth.
The music isn’t just a soundtrack — it’s the heart of the story
The song isn’t background noise. It’s the story itself. The choice of track is clever: it connects a generation, bridges two worlds, and gives the ad an emotional punch.
And they didn’t just licence the song — they brought it to life again. Labrinth’s stripped-back version gives it a new tenderness. It feels like the song has grown up too.
It’s the kind of track that’ll have people searching Spotify the minute the ad ends (and then maybe buying that vinyl in-store), because now it means something to them too.
It’s a John Lewis ad that’s actually about John Lewis
That might sound obvious, but some Christmas ads forget this part. This one doesn’t.
“If you can’t find the words, find the gift.”
That line sums it up perfectly. The film shows how a gift can say what we sometimes can’t. It’s emotional, yes, but it’s also retail.
And the exclusive vinyl they’ve released ties it all together. It’s not a gimmick — it’s part of the story.
It’s personal, but it’s universal
Everyone sees something different in it. If you’re a parent like me, you feel that lump in your throat. If you’re the child, you remember what it’s like to want to make your parents proud. If you’re neither, you just recognise the simple truth that love is in the small things we do.
That’s why it’s landed so well. It’s not about Christmas trees or snow, or friends laughing and partying — it’s about connection.
Why it stands above the rest
Kevin the Carrot will probably make people smile (again). Amazon’s will make them feel warm. Argos might make them laugh.
But John Lewis makes you feel. And it makes you think.
It’s beautifully made, emotionally spot-on, and completely rooted in the brand. It’s about love, family, and thoughtfulness — which, let’s face it, are what most of us are craving after another tough year.
This is what happens when a brand gets everything right — the story, the message, the music, and the emotion.
For marketers, there’s a lot to learn
Keep it human – find a universal truth, not just a storytelling device.
Let the product do the talking – here, the gift is the story.
Music matters – the right track can say what words can’t.
Be consistent, but not repetitive – this feels fresh, but it’s very much still John Lewis.
A final word
I don’t often get emotional watching adverts. Sometimes, sure – but this one really got me.
It reminded me what it feels like when one of your kids — now grown up — reaches out in that quiet, thoughtful way that says “I love you.” You can’t fake that.
John Lewis didn’t just make an advert this year. They made a feeling.
And that’s why, for me, they’ve already won Christmas.
