This year’s high-street Christmas adverts have rolled out earlier than ever, and as tradition goes, we gathered as a team to watch the John Lewis ad together and share our thoughts. Once the trendsetter and most eagerly awaited advert of the season, John Lewis certainly has competition these days, with Aldi, M&S, Asda and others all vying for the top spot.
The past few years have been a challenge for many, and these early November releases confirm that more people are starting their Christmas shopping early, some as early as the last weekend of the summer holidays. With consumers looking to both spread the cost and spark some much-needed joy, these festive ads couldn’t come at a better time.
The 2025 John Lewis Advert – Where Love Lives
As we do every year, we gathered to watch Where Love Lives, and, admittedly, we had to watch it twice for the message to land. At first, we were too busy jamming along to the 90s club classic and wondering what was going on in the storyline. Why was the son in the club with his dad?
Second viewing, and the penny dropped. This was probably the first time in a few years that we all unanimously agreed: it was a sweet advert. Potentially a forgettable one in the future (we’re still not over Buster the Boxer dog on the trampoline or Edgar the little green dragon trying to fit in), but the message hit home all the same.
Topical storytelling done right
The timing of the message is spot on, John Lewis has once again shown its ability to listen to societal moments and turn them into something meaningful.
Coming so soon after the release of the ground-breaking Netflix series Adolescence and amidst the ongoing debate around protecting children from certain content on social media, this ad flips the narrative. Instead of focusing on division and disconnect, it reframes the story as one of empathy and connection, finding common ground and joy across generations.
For anyone with teens, this one hit home. It reflects the very real frustration of trying to communicate with your child and sometimes coming up short. And it might just offer a new way to reach them, especially when words fail.
The return of the emotional cover track
They brought back the cover, a John Lewis staple. Where Love Lives, originally by Alison Limerick, is beautifully reimagined by Labrinth. Slowed down, softened, and packed with emotion, just the way John Lewis likes it. And viewers seem to approve.
Interestingly, there’s no cuddly toy this year. Instead, John Lewis is selling the track on vinyl, aligning with the nostalgic feel of the ad. It’s a smart move, especially given the millennial target audience, those who probably once danced to the original and now have teenagers of their own.
The creative agency behind the John Lewis adverts
Nope. It’s not us. But we still love them just the same! Saatchi & Saatchi of London are the agency behind this ad, leading to them producing the third in a trilogy for John Lewis now.
Previously, CCO Franki Goodwin said, “It does feel a little bit like taking the reins of a movie franchise” which is understandable. The John Lewis ad is the giant of festive advertising, and no small task to undertake, but the agency has said that opportunity has come with the pressure.
So, why are the John Lewis ads continually such a success and how have they become such an annual talking point?
Christmas sentiment
Christmas is a time that evokes emotion in the majority of households in the UK. To some, it’s a time to bring family together and for others, it’s a time to reflect on what has been lost.
John Lewis has been producing big-budget adverts for many years, but the ‘Long Wait’ campaign in 2011 was the first to really strike a chord with the nation. Directed by Dougal Wilson, it depicts a small boy, desperately waiting like so many others for Christmas day to arrive. The view makes the assumption that he is waiting for his own gifts, however, when Christmas morning arrives it turns out that in fact, he was eagerly awaiting the 25th so that he could give a gift of his own to his parents. Paired with a cover version of the Smiths’ ‘Please, Please, Please, Let Me Get What I Want,’ the ad caused widespread discussion and clouded many an eye with a tear or two.
Since then, the campaigns have continued to grow. From a trampolining boxer dog to a stranded alien, the John Lewis Christmas adverts have pulled at heartstrings and become a Christmas tradition for many.
Films in their own right
With big-budget directors, clever short stories and top-class animators, the John Lewis ads have become films in their own right. The ‘Bear and the Hare’ animation, which showed the friendship between two woodland animals, showcased the adverts as short films more than any before.
Merchandise and charity support
In addition to regular seasonal sales, the ads have also helped to boost sales of merchandise for the stores. ‘Monty the Penguin’ toys sold out within 24 hours of his release. In fact, penguin toy sales on eBay increased overall by 300% following the lovable penguin being featured in the advert. Sales of the ‘Man on the Moon’ merchandise also happily benefited the Age UK charity.
2017 saw Moz the Monster introduced to our screens, following leaks in the press of a “Gruffalo-style monster”, it seems the speculation was pretty close to the truth. Moz strikes up an unlikely friendship with a young boy called Joe who is unable to sleep at night, thanks to Moz snoring under his bed.
10% of the takings of the ‘Moz the Monster’ plush toys were donated to Banardo’s.
Interestingly, this year’s ad didn’t feature a mascot of sorts, despite groundbreaking sellouts and much anticipation for who the next mascot will be from audiences. However, this year’s ad took the approach of placing John Lewis products that you can buy in-store in the lead up to Christmas throughout the entire advert. A clever choice that really drives the message home that John Lewis is the place to visit in order to browse and find the perfect gift for your loved one.
Famous faces
2018 featured the UK’s very own Elton John, and his lookalikes, as we watched a young Elton receive his very first piano.
“We’ve been doing John Lewis Christmas ads for some time now and what’s on my mind is how we move it on creatively but hold on to the heart of what makes them special, I hope audiences will watch this and really enjoy the national treasure that is Elton John.” Craig Inglis, customer director at John Lewis.
In a typical flourish of marketing campaign genius, the signage at their flagship store was adjusted to show just ‘John’ in a teaser prior to the advert release.
Fakes, alternatives and serious competitors
As with all creative industry success, there will of course always be competition and impersonators and the John Lewis adverts have not been without their fair share of piggy-backers. 2016 saw student Nick Jablonka launch his A-level coursework, masquerading as the long-awaited offering from the retailer. Fooling the nation with over 375,000 people viewing it in the first few days alone.
2018 saw Aldi’s Kevin the Carrot fighting for the top spot, with their own parody of the Coca-Cola ‘Holidays Are Coming’ short film. In recent years, Kevin made a return to our screens alongside the ‘Leafy Blinders,’ beating John Lewis to their release. And of course, who can forget the controversy surrounding Cuthbert the Caterpillar’s arrest in the Aldi Christmas advert in 2021.
We personally will never get over Sainsbury’s ‘The Big Night’ ad, delighting us with an incredible school Christmas performance, including the now-famous ‘plug boy’ jumping into the wall socket, and the little singing star.
Are the tables turning?
There’s no denying it: the excitement around the John Lewis ad has dipped in recent years. Some say they’ve peaked. Others point to stronger year-round branding from competitors like Aldi and M&S.
From a marketing perspective, we think the drop-off in impact comes down to that. John Lewis campaigns are brilliant, but they don’t necessarily reflect the brand experience or customer journey outside of Christmas.
And in today’s always-on, omni-channel world, that matters.
Snapper: The Perfect Tree – The 2023 John Lewis Christmas Advert
Heartwarming and fun, last year’s ad followed Alfie and his carnivorous (but cute) Christmas tree, Snapper. It carried a message of embracing new traditions and was a light, joyful follow-up to 2022’s tearjerker.
The Gifting Hour – The 2024 John Lewis Christmas Advert
This one split the room. Following a woman shopping for her sister in John Lewis Oxford Street, it was emotional and beautifully produced, but for many, it lacked the magic. It felt more like an advert for the store (which, to be fair, it is) than the emotionally-driven shorts we’ve come to expect.
Was the new advert worth the wait?
This year’s ad has the festive tone, nostalgic music, and emotional message that made John Lewis famous. Is it groundbreaking? No. But is it good? Yes.
It may make you cry or make you smile, but more importantly, it makes you think. It also reflects the world we’re living in and offers a moment of togetherness when many people need exactly that.
So… was it worth the wait? We think so.
And we’ll be here again next year, gathered around a screen, ready to hit play and dissect it all over again