John Lewis Christmas Ad Brings 90s Nostalgia
John Lewis has officially kicked off the festive season with its much-anticipated 2025 Christmas advert, “Where Love Lives.” The emotional campaign taps into 90s nostalgia, family connection, and the power of music to express what words sometimes can’t.
A Story of Memory, Music, and Unspoken Love
Directed by Jonathan Alric of acclaimed French duo The Blaze, the two-minute hero film opens on Christmas Day in a family home. A father, tidying up discarded wrapping paper, finds an unopened gift labeled “Dad.” Inside, he discovers a vinyl record of “Where Love Lives” by Alison Limerick.
As he plays the record, the familiar 90s house anthem — newly reimagined by Labrinth — transports him back in time to the dancefloors of his youth. Through dreamlike transitions and flashing lights, viewers witness the father’s memories intertwine with moments from his son’s life — from toddler to teenager — symbolizing how music bridges generations and emotions.
The scene fades back to the present day, where father and son share a quiet, wordless embrace — a moment of understanding that speaks louder than words.
The Music: 90s Classic Meets Modern Emotion
Music sits at the heart of this year’s campaign. John Lewis collaborates with Alison Limerick, the original artist behind the 1990s club classic, and Labrinth, who reimagines “Where Love Lives” with a soulful modern twist. The soundtrack reflects the campaign’s core message — that a thoughtful gift can express love, gratitude, and connection in ways words sometimes cannot.
An Integrated, Purpose-Driven Campaign
The John Lewis 2025 Christmas campaign is supported by a fully integrated rollout across TV, digital, social media, OOH, and in-store activations.
In partnership with Rough Trade, John Lewis will release a limited-edition £14.99 vinyl featuring both versions of the song — Limerick’s original and Labrinth’s reimagined take.
All profits from the vinyl will go towards the John Lewis Partnership’s “Building Happier Futures” program, which helps young people build brighter futures through education and employment opportunities.John Lewis Christmas Ad 2025: “Where Love Lives” Brings 90s Nostalgia and Heartfelt Connection
John Lewis has officially kicked off the festive season with its much-anticipated 2025 Christmas advert, “Where Love Lives.” The emotional campaign taps into 90s nostalgia, family connection, and the power of music to express what words sometimes can’t.
A Story of Memory, Music, and Unspoken Love
Directed by Jonathan Alric of acclaimed French duo The Blaze, the two-minute hero film opens on Christmas Day in a family home. A father, tidying up discarded wrapping paper, finds an unopened gift labeled “Dad.” Inside, he discovers a vinyl record of “Where Love Lives” by Alison Limerick.
As he plays the record, the familiar 90s house anthem — newly reimagined by Labrinth — transports him back in time to the dancefloors of his youth. Through dreamlike transitions and flashing lights, viewers witness the father’s memories intertwine with moments from his son’s life — from toddler to teenager — symbolizing how music bridges generations and emotions.
The scene fades back to the present day, where father and son share a quiet, wordless embrace — a moment of understanding that speaks louder than words.
The Music: 90s Classic Meets Modern Emotion
Music sits at the heart of this year’s campaign. John Lewis collaborates with Alison Limerick, the original artist behind the 1990s club classic, and Labrinth, who reimagines “Where Love Lives” with a soulful modern twist. The soundtrack reflects the campaign’s core message — that a thoughtful gift can express love, gratitude, and connection in ways words sometimes cannot.
An Integrated, Purpose-Driven Campaign
The John Lewis 2025 Christmas campaign is supported by a fully integrated rollout across TV, digital, social media, OOH, and in-store activations.
In partnership with Rough Trade, John Lewis will release a limited-edition £14.99 vinyl featuring both versions of the song — Limerick’s original and Labrinth’s reimagined take.
All profits from the vinyl will go towards the John Lewis Partnership’s “Building Happier Futures” program, which helps young people build brighter futures through education and employment opportunities.
Behind the Work
- Agency: Saatchi & Saatchi
- Chief Creative Officer: Franki Goodwin
- Director: Jonathan Alric (The Blaze)
- Brand Director: Rosie Hanley, John Lewis
