It’s official: with John Lewis’s 2025 Christmas ad out, the countdown to the festive season has begun. The new ad, “Where Love Lives,” created by Saatchi & Saatchi, celebrates thoughtful gifting by showing how a heartfelt present can unlock beautiful memories and draw loved ones together. Set to Alison Limerick‘s hit “Where Love Lives” and reimagined by artist and producer Labrinth, the campaign focuses on the relationship between a father and his son, whose relationship strengthens thanks to a meaningful gift shopped at John Lewis.
The video narrates the story of a family on Christmas Day. With all the presents opened, it’s time for the family to discard the wrapping paper. As the father gathers the paper beneath the Christmas tree, he notices an unopened present, which, to his surprise, is addressed to him. The teenage son gets visibly emotional in anticipation of his dad’s reaction, so he quietly leaves the room as the father unwraps the vinyl disc inside the paper and plays it. As the first notes hit, the dad closes his eyes, allowing the music to carry him back to a nightclub in the ’90s. He finds himself on a dance floor, surrounded by friends. As the music fades, the scene changes: In just a second, the crowd around him is replaced by his son, who approaches the dad as a teen, a child, and as a toddler.
Rosie Hanley, Director of Brand for John Lewis, said: “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.”
“Music is always the beating heart of the John Lewis campaign at Christmas but this year it’s the gift itself. The track threads through an integrated campaign that 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!” continued Franki Goodwin, Chief Creative Officer, Saatchi & Saatchi.
The ad itself is a gift for the nation — taking viewers on a nostalgic journey in the ’90s. It also reminds us that when words are not enough to express our appreciation for someone, a simple, thoughtful act – such as gifting music — can work wonders.
The campaign’s centerpiece video will run across TV, digital, and cinema, and is complemented by a mix of social and digital activity. Extensive in-store experiences and gifting initiatives throughout the festive period will further support the hero film. Shoppers can find the vinyl record in store and on the John Lewis app. Side A of the album includes Alison Limerick’s original music, while side B presents the reimagined version of the ’90s icon hit, played by Labrinth. All proceeds coming from the sale of the record will go towards the John Lewis Partnership’s Building Happier Futures program, which dedicates its activity to helping people who have grown up in care build brighter futures.
CREDITS
Brand: John Lewis
Agency: Saatchi & Saatchi
