John Lewis’s 2025 Christmas ad, created by Saatchi & Saatchi, tells a touching father-son story centered on the first time a child buys a thoughtful gift for their parent. Set to Labrinth’s reimagined “Where Love Lives,” the film returns to heartfelt simplicity, celebrating love, growing up, and the quiet magic of giving.
The wait is over — the John Lewis Christmas advert 2025 has arrived, and true to tradition, it tugs at the heartstrings with its signature blend of emotion, nostalgia, and cinematic storytelling. This year, the brand has gone “back to basics,” focusing on the tender relationship between a father and son and the universal joy of giving.
Created by Saatchi & Saatchi, the new campaign captures a subtle yet powerful moment that many of us remember — that first Christmas when you’re old enough to understand what your parents truly want, and you decide, unprompted, to buy, wrap, and gift it yourself. It’s a simple idea, but one that resonates deeply with the emotional honesty that has long defined John Lewis’s festive storytelling.
At the heart of the advert lies a quiet domestic scene: a young boy noticing his father’s old, worn-out headphones — a small but meaningful detail that becomes the emotional pivot of the story. As the boy secretly saves his allowance, chooses a new pair, wraps them himself, and proudly presents the gift on Christmas morning, the film unfolds with understated warmth and realism.
The emotional pull of the ad is amplified by its soundtrack — a reimagined version of Alison Limerick’s iconic hit “Where Love Lives,” performed by Labrinth. The soulful, modern rendition underscores the story’s emotional rhythm, bridging generations and evoking that familiar John Lewis blend of nostalgia and renewal.
The film’s strength lies in its simplicity. There are no elaborate CGI elements, no fantasy sequences — just a beautifully observed slice of real life, designed to remind viewers that Christmas magic often lives in the smallest gestures. The soft cinematography, intimate performances, and restrained direction mark a deliberate shift from recent years’ high-concept ads toward something more authentic and grounded.
According to Saatchi & Saatchi’s creative team, the campaign is about reconnecting with the emotional core of Christmas advertising — love, thoughtfulness, and the quiet pride of growing up. The ad’s focus on a father-son dynamic adds an extra layer of depth, exploring how children begin to see their parents not just as caregivers, but as people with their own hopes and needs.
Industry observers have already praised the campaign for returning to the timeless emotional storytelling that made John Lewis a cultural phenomenon in the first place. The minimalist approach stands out in an advertising landscape increasingly dominated by spectacle and brand crossovers.
For John Lewis & Partners, this campaign also serves as a brand reset — a reaffirmation of its identity as a retailer built on trust, warmth, and human connection. The message is simple but powerful: Christmas isn’t about perfection or extravagance, but about recognising the quiet moments of love that bind families together.
As the final frame fades to the line “Where love lives, Christmas begins,” the ad leaves viewers with that unmistakable lump-in-the-throat feeling that John Lewis has mastered over the years — a small, emotional story crafted to perfection.
Once again, John Lewis proves that the magic of Christmas advertising doesn’t always need fireworks or fantasy — just a little love, a thoughtful gift, and a story that feels true.
