This is the third spot for the retailer from creative shop Saatchi & Saatchi, following on from last year’s ‘The Gifting Hour.’
John Lewis has today unveiled its much-anticipated Christmas ad, ‘Where Love Lives.’ The spot is built on the insight that when you can’t find the perfect words to share with someone, you can still find the perfect gift to convey how you feel.
The integrated campaign is led by a hero two-minute film, directed by Jonathan Alric of the acclaimed French duo The Blaze. Set on Christmas Day in a family household, it takes viewers to Christmas Day in a family household. Passing a son who’s in his own world with headphones on, the focus shifts to the dad, who is by the tree on his hands and knees, clearing up discarded wrapping paper.
Among the wrapping paper, he discovers an unopened gift marked ‘Dad’ with a smiley face. Inside is a vinyl record of Where Love Lives by Alison Limerick. He heads straight to his record player and drops the needle gently into the groove. As the opening bars of the 90s classic fill the room, he closes his eyes and the power of the music evokes a core memory, transporting him back to the 1990s he remembers and loves.
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Viewers are then taken on the dad’s journey as he loses himself in the music. Suddenly, he’s in a 90s club, dancing with his friends. Through the strobe lights, he spots his teenage son across the crowd, who begins to fade beneath the flashing lights as the music swells to a crescendo.
In the flashes of the strobe lights, the dad calls for his son, who, not as a teen but as a toddler, takes his first steps towards him. Another flash and the dad holds his newborn son tightly in his arms. The music becomes a bridge between memory and love, between then and now.
The scene shifts back to the present day, as Labrinth’s newly reimagined version of the track echoes softly. The dad is in the living room when his son comes down the stairs and catches him enjoying his gift. The son looks on, slightly embarrassed, until his dad pulls him into an embrace. They share a quiet, unspoken moment – a wordless “thank you” carrying the weight of “I know we aren’t as close as we used to be, but I love you.”
The work has music at the heart, with 90s dance icon Alison Limerick providing the soundtrack, a newly reimagined version by globally acclaimed artist and producer Labrinth featuring in the campaign.
“Music is always the beating heart of the John Lewis campaign at Christmas, but this year it’s the gift itself,” explained Franki Goodwin, chief creative officer at Saatchi & Saatchi. “The campaign 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 hero film is supported by a fully integrated mix of OOH, social and digital activity. This is supported by extensive in-store experiences and gifting initiatives throughout the festive period, ensuring a cohesive brand presence across every touchpoint.
Additionally, Rough Trade at John Lewis will exclusively stock a vinyl record of Where Love Lives. Side A of the vinyl treats music fans to Limerick’s iconic original version, while Side B presents globally acclaimed artist and producer Labrinth’s beautiful, newly reimagined version, also featured in the film.
All of John Lewis’s profits from the £14.99 limited-edition vinyl record will support the John Lewis Partnership’s Building Happier Futures program, which helps people build brighter futures.
Rosie Hanley, director of brand for John Lewis, added: “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.”
