A son who does not resort to words, but to a vinyl record to express how much he loves and values ​​his father’s support is the emotional scene that John Lewis has chosen for its Christmas advertisement. In it, the British department store chain encourages consumers to express their true feelings using the power of meaningful gifts.

The advertisement has been created by the creative agency Saatchi & Saatchi and explores the art of giving with love and thinking about the recipients in a thoughtful and emotional way, but conveying the spirit of the brand. In its two-minute duration, the John Lewis Christmas advert proposes a journey through music in the relationship between a father and his son, and ends with the slogan “If you can’t find the words, find the gift”, to value gifts as a form of expression.

“The campaign celebrates the connection, memory and unspoken emotions that make the holidays truly magical.“; commented Rosie Hanley, Brand Director at John Lewis, in a statement. ““At John Lewis, we understand the power of a special gift and we hope the advert inspires our customers to find the gift that best expresses their feelings.”.

Music once again plays a prominent role in the brand’s advertisement. This time it is the song “Where Love Lives” by Alison Limerick, a 90s dance music classic, revisited by artist and producer Labrinth.
In addition, he has created an exclusive version of the song on vinyl, with a new cover inspired by the electronic music club scene. Profits from sales will go to the John Lewis Partnership’s Building Happier Futures programme, which helps people who have grown up in care to build a better future.