For many it's not Mariah's whistle tone that signals the start of the Christmas season, but the annual John Lewis Christmas advert which has been released today, meaning we can officially begin the festivities.
This year, the ad depicts the Christmas Day present-unwrapping, centring around a father-son relationship and the gift of a vinyl record from the ‘90s. The record in question? Alison Limerick’s iconic house track ‘Where Love Lives’. The original song features in flashback scenes as the father reminisces about the clubbing days (or should that be nights) of his youth. The music then segues into a new, slower rendition produced for the advert by artist-producer powerhouse Labrinth as the father remembers his now-teenaged son as a newborn and a toddler.
Released every year since 2007, the John Lewis Christmas advert has become a true festive institution, eagerly anticipated by the public who wait to be brought to tears or laughter by their poignant storylines and gentle cover versions. This is the first time the advert has focused on the relationship between a father and son. Last year, ad giants Saatchi & Saatchi created a story based on two sisters, one of whom was looking for the perfect gift for the other. In 2022, the advert was titled ‘The Beginner’, which featured an adult man learning to skateboard so he can have connect with the foster child he was waiting to welcome. And who can forget Buster the Boxer's euphoric bouncing on the trampoline on Christmas Day?
This year's tagline is ‘if you can’t find the words, find the gift', conveying the power a meaningful present has to express what might be difficult to say with words.
The iconic British retailer had hinted at this year's advert – released a little earlier than usual – on Instagram, in a reel showing someone lowering the tone arm on a record player. A second teaser has depicted a spinning record player tree ornament.
Rough Trade at John Lewis will be selling an exclusive vinyl with Limerick's original version as the A side and Labrinth's new version as the B side. All profits from the £14.99 record will go to the John Lewis Partnership’s Building Happier Futures programme, which works to help care-experienced people.
You can watch the advert here
