Christmas nostalgia hits the dancefloor in John Lewis’s latest festive campaign, blending 90s beats, father-son bonding and a vinyl twist.
John Lewis Christmas Ad 2025 Brings Back the Beat
John Lewis has officially lit the fuse on the 2025 Christmas countdown, launching its much-anticipated festive advert earlier than usual, and it’s fuelled by feel-good nostalgia.
This year’s ad takes a sharp turn from the retailer’s usual sentimental formula of animated animals and wide-eyed children. Instead, it taps into club culture, vinyl records, and father-son emotion all set to the thumping rhythm of the 90s dance anthem Where Love Lives.
It’s a love letter to the rave generation. And now, that generation has teens of their own.
Music, Memories and a Vinyl Revival
At the heart of the ad is a middle-aged dad, gifted a vinyl by his teenage son. As the record spins, the dad is swept back to his youth, flashing lights, dancefloor moments, and the sheer freedom of clubbing days.
He spots his son across the floor, not as the teenager he is now, but in flashes of earlier childhood memories. A toddler in his arms. A baby held close. Then, just like that, the music fades — and we’re back in their living room. The two hug. The bond is clear and strong.
“Where Love Lives” by Alison Limerick pulses through the film, before shifting into a stripped-back rendition by British producer and singer Labrinth. It’s this powerful combination of beats and ballad that fuels the ad’s emotional arc.
John Lewis is also pressing a limited-edition vinyl featuring both tracks. Priced at £14.99, it’s available via Rough Trade sections in selected John Lewis stores and the retailer’s app. All profits will go to the John Lewis Partnership’s Building Happier Futures initiative, supporting care leavers across the UK.
“We know people want to spread out their festive shopping now. Launching early helps customers plan and budget, especially in tough times,” said Rosie Hanley, Brand Director at John Lewis.
Why Retailers Are Starting Christmas Earlier Every Year
John Lewis isn’t alone in its early launch strategy. The festive arms race is heating up across the high street.
Marks & Spencer, for instance, began rolling out product-specific ads as far back as October. Its food campaign featuring Dawn French is already hitting screens, and it’s diving deep into TikTok retail too. Sainsbury’s released its main Christmas ad on Sunday, while Morrisons is dropping its festive campaign this week.
But John Lewis is still considered the gold standard in Christmas storytelling. Over the last 15 years, it has delivered standout campaigns backed by emotive cover songs from Monty the Penguin to Buster the Boxer.
This year, the ad trades in whimsical animation for something a little more grounded — and perhaps more relatable.
John Lewis’s 2025 Christmas ad taps into club culture and cross-generational connection, swapping cute characters for emotional realism. Set to a ’90s dance classic, it’s a feel-good reminder of music’s power to bring people together.
Spending Big, Feeling More
Retailers are banking on these feel-good campaigns to loosen shoppers’ purse strings, even as economic pressures bite.
Households across the UK are still grappling with high energy bills, housing costs and inflated food prices. Yet, festive moments like Halloween and Christmas offer a psychological nudge a reason to spend, to celebrate, and to indulge in small luxuries.
Ad spending this year is predicted to hit a record-breaking £12 billion, a 7.3% increase, according to the Advertising Association/Warc. Video-on-demand is leading the charge, up by over 17%, as brands shift away from traditional TV ads.
John Lewis is also adapting to modern media habits. Members of its loyalty scheme got the first look at the ad on Tuesday. It then rolled out to YouTube, before making its TV debut during The Great British Bake Off final on Channel 4.
Social media is now the main battlefield for attention. Spending on platforms like Instagram and TikTok is set to rise by nearly 13%, accounting for over half of all online display ads. Meanwhile, print media continues its slow decline.
As Britain edges into another Christmas season earlier than ever, John Lewis is betting on a shared beat from the past to bring families together in the present.
This isn’t just another Christmas ad. It’s a story about memory, music, and the moments that make us feel alive.
