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Oh, they grow up so fast. john lewis christmas ad, Disgustingly British Festival InstitutionJust turned 18 years old. In that time, we’ve had eight prime ministers, two kings and 19 seasons strictly come danceIts success depends on The Perfect Formula: Impossibly SaccharineA little sad and incredibly bright. To really get the tears flowing, the JL ad must be – and I repeat, Sure – A twinkling, slow-burn piano ballad is a cover version of an old-timey hit from a boomer’s youth (preferably sung by Elton John, or Richard Ashcroft, or Ellie Goulding). Bonus points for using a cute five-year-old child and/or an anthropomorphic animal as the protagonist. Does anyone remember The Lonely Old Man Stranded on the Moon (2015)? Or the misunderstood boxer dog with an obsession with trampolines (2016)?
However, this year john lewis Advertisement may just be Very Grew up. They have removed beloved fictional characters, Above-Stylish old people and Santa Claus and were filled adolescence As we see an emotionally repressed teenage boy trying to connect with his father. However, we can probably learn something.
We meet a headphone-wearing teen who is scrolling on his phone on Christmas Day. The focus shifts to her exhausted father, who is performing the most festive task ever: cleaning up discarded wrapping paper from the floor. In between, she receives an unopened gift addressed to “Dad”, and inside is a vinyl record of Alison Limerick’s nineties club classic “Where Love Lives”. The son watches nervously as his father approaches the record player, drops the needle and closes his eyes. She has been taken back to a party from her golden days.
At the rave, the father was dancing in a crowded, sweaty warehouse when he saw his son across the room. The people at the party disappear, and the couple is left alone to cope with the distance between them. The music changes to a sentimental acoustic version of “Where Love Lives” (by British singer-songwriter Labrinth). Here’s the real twist – and be patient – the son becomes a baby again, taking his first steps toward his father, and then becomes a newborn baby, resting in his father’s lap. We’re back to the present day and the pair tearfully embrace each other – it seems it’s too late. (The tagline brings us back to retail reality: “If you can’t find the words, find the gift.”)
Who knew that a John Lewis ad could become a form of social commentary (even if it was subtly suggesting we heal broken family relationships with a Lynx boxset)? It’s totally timely – thanks to the success of the record-breaking series adolescenceAbout a boy inspired by misogynistic social media influencers that catapulted his masculinity crisis into the national conversation earlier this year. In fact, it feels like nothing more than a commentary on the state of girlhood in 2025. Sure, it’s lame, but if you really read between the lines of this ad, it makes a lot of sense.
Assumed: An advertisement for John Lewis it Looks strange on the nose. It’s a complete break from tradition that may shock its most loyal purists. They might say bring back silly creatures, Jingle Bells and the sounds of Ellie Goulding. But if this ad brings two family members a little closer, or inspires someone to have a long-overdue conversation, we’ll let John Lewis go off script. Only this time.