THE feeling of watching a loved-one unwrap a meaningful gift at Christmas has been captured perfectly in this year’s John Lewis ad.
The two-minute long clip, created by advertising agency Saatchi & Saatchi, begins on Christmas Day in a family home.
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Dad starts tidying up wrapping paper under the tree on Christmas morningCredit: PA
He finds an unopened gift with a label that days ‘DAD’Credit: PA
His son watches nervously as his dad opens the Christmas giftCredit: PA
The dad remembers dancing in a club to the 90s house classicCredit: John Lewis
It starts with a teenage son with his headphones on not listening to his mum, who is asking everyone to tidy up for dinner.
The dad starts picking up wrapping paper from under the tree when he finds an unopened present for him.
He opens it up to find a vinyl of Where Love Lives by Alison Limerick, placing it straight onto his record player as his son watches on nervously.
As the opening bars of the 90s classic plays, he closes his eyes and he’s transported back in time.
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John Lewis Christmas adverts through the years from 2007 to 2024
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You see the dad enjoying the music in a club with his mates – but suddenly in the strobe lights he sees his son in the crowd.
His memory flashes with moments of his son growing up, first as a toddler taking his first steps and then as a newborn in his arms.
It shifts back to Christmas Day in their home, with the soundtrack now a new version of the song by Labrinth.
The son watches a little bit embarrassed until his dad pulls him in for a hug.
The strapline of the ad says: “If you can’t find the words, find the gift.”
John Lewis bosses say the inspiration for the ad is finding a thoughtful gift at Christmas, when you want to show someone you love them but it’s hard to express.
Shoppers will be able to buy a special exclusive vinyl release of the original track and the new one from Labrinth in stores, which costs £14.99.
As part of the ad launch, John Lewis is rolling out Rough Trade concessions to all its 34 UK stores.
It will also have Listening Lounges in seven shops where customers can sit on a sofa and listen to a selection of new tracks and old favourites which have featured in John Lewis ads.
And it’s opening a VIP lounge at its Oxford Street store with free drinks and massages for My John Lewis card customers.
Bosses said they’ve already had 2,000 bookings and hope if the trial is a success they will open more lounges in other stores.
The magic of Christmas captured in ad, says Tara Evans
By Tara Evans, Head of Consumer
THAT moment when a loved-one opens up a gift on Christmas day that really means something.
It’s a magical feeling and I think John Lewis has captured it in their ad beautifully.
As a parent of two-and-half year olds twins, it gave me a lump in my throat as I thought about my own children growing up.
I was one of the first people to see the ad and I think it’s much better than last year’s offering.
The pressure is always on the retailer to make a blockbuster Christmas ad.
It’s a highly anticipated moment that signals the festive season has begun for many.
This is John Lewis’ 18th year of festive ads and it’s hard for them to keep producing showstoppers, especially when their spending hasn’t gone up.
Sometimes it doesn’t need a new character or fancy concept, it can go back to basics and make the ad about buying a thoughtful gift.
There’s a lot of effort that goes into creating moments for your children around Christmas time.
But there’s something heartwarming about it being about creating magic – even if you’re grown up.
However, John Lewis bosses said the ad’s story had already been decided before the show came out.
They said they wanted to focus on how positive a father and son relationship can be, especially showing their emotional side.
Rosie Hanley, director of brand for John Lewis, said: “This year’s John Lewis Labrinth 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.”
Labrinth said: “To think a boy like me from East London Hackney, who grew up watching this iconic advert would one day reimagine a classic and compose a piece of music for John Lewis’s forward thinking direction is a big deal for me.
“This advert is embedded in British Christmas culture and I miss home, so I’m honoured to be a part of it.”
Many shoppers see the John Lewis ad launch as the beginning of the festive season.
Top buys from the advert
THERE are a number of items you can buy from the advert from the John Lewis website:
- Adidas trainers – £51.99
- Converse trainers – £65
- John Lewis floor lamp – £130
- John Lewis unlit Chritstmas tree – £250
- Technic turntable – £799
- Xmas tree red wrapping paper – £4
- Record player tree decoration – £10
- Droplet bauble – £8
Customers will also be able to shop a number of items that appear in the ad, including £799 Technics turntable, £51.99 Adidas trainers, £250 artificial Christmas tree and £4 wrapping paper.
John Lewis is famous for its Christmas adverts, spending £7million on making and promoting them in the past, with bosses saying a similar amount was allocated this year.
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The ad will go out via the John Lewis app at 6am on November 4 before appearing on YouTube from 7am.
It will first play on telly during The Great British Bake Off final on Channel 4 on November 4.
The dad remembers his son as a toddler taking his first stepsCredit: PA
Then he think about him as a newborn baby in his armsCredit: PA
The pair hug in an emotional embrace that shows you there is a lot of love and unsaid words between themCredit: PA
Then they share a joke about the dad’s dancing to the musicCredit: PA
John Lewis ads through the years
2007 Shadows
The original. The shadow of a handful of festive gifts.
2008 From Me to You
Shots of people and presents, along with a dog and a baby. Dull.
2009 Sweet Child of Mine
About gifts that would usually be loved by adults. The message was about feeling childhood joy.
2010 Tribute To Givers
The year the John Lewis festive ad became a big deal. Ellie Goulding singing Elton John’s Your Song and characters going to huge lengths to hide gifts
2011 The Long Wait
Often considered the best. It turns out the boy wishing his advent away is doing it so he can give his parents a gift – rather than open his pressies as we all expect.
2012 The Journey
A snowman making a perilous journey to buy a hat and gloves for his snowwoman companion.
2013 Hare and Bear
The story is about a hare who is upset because his best friend the bear has never seen Christmas – because he always hibernates. So he gives him an alarm clock.
2014 Monty
Follows Sam and Monty over a year of friendship. After realising his penguin is sad and longing for a companion, Sam surprises him with Mabel on Christmas morning. A story of love.
2015 Man on The Moon
Featured young girl Lily and an old man who appears to be living on the moon. It was a tearjerker that highlighted loneliness among old people at Christmas.
2016 Buster the Dog
Not a tear jerker but the story made us smile with its story of a trampoline-loving dog called Buster.
2017 Moz the Monster
Cuddly blue monster who befriended a young boy called Joe – cute ad
2018 The Boy And The Piano
It starred Elton John and took viewers through key moments of his life. Iconic and my favourite.
2019 Excitable Edgar
The heart-warming tale of a dragon who uncontrollably breathed fire every time he got excited.
2020 Give A Little Love
In a nod to the Covid pandemic the ad was inspired by random acts of kindness during lockdown.
2021 The Unexpected Guest
It was about a teenage boy called Nathan who met an alien called Skye who crash landed on earth.
2022 The Beginner
Sweet ad about a foster dad who went the extra mile to make a young girl feel welcome in his home at Christmas.
2023 An Unusual Friendship
A little boy’s quest for the perfect Christmas tree where he befriended a venus flytrap named Snapper.
2024 The Gifting Hour
Followed a sister’s last minute dash to find a gift for her sister and was shot inside a John Lewis shop for the first time.
