Today’s Featured Ad: John Lewis Christmas Campaign Highlights the Impact of Thoughtful Gifting
John Lewis has unveiled its much-anticipated Christmas advertisement titled “Where Love Lives,” marking the third collaboration with creative agency Saatchi & Saatchi. This year’s campaign follows last year’s “The Gifting Hour” and centers around the idea that a thoughtful gift can convey emotions that words may not be able to express.
Overview of the Christmas Ad Campaign
The central feature of the campaign is a two-minute film directed by Jonathan Alric from the celebrated French music duo The Blaze. Set on Christmas Day, the storyline unfolds in a family home.
A Journey Through Memory
- The ad opens with a father cleaning up wrapping paper under the Christmas tree.
- He discovers an unopened gift labeled ‘Dad’, which contains a vinyl record of “Where Love Lives” by Alison Limerick.
- Upon playing the record, the father is transported back to nostalgic memories from the 1990s, experiencing a club scene with his son.
The visuals include scenes of the father’s journey through past memories, dancing in a nighttime club, and reconnecting through music with moments of his son’s growth, all set to a powerful soundtrack.
Music as the Heart of the Campaign
This year, music plays a central role. The original version of the song by Alison Limerick is accompanied by a newly reimagined version by globally acclaimed artist Labrinth. Franki Goodwin, the Chief Creative Officer at Saatchi & Saatchi, emphasized that music has always been integral to John Lewis’s Christmas campaigns. The gift itself has also become a significant focus of this year’s ad.
Goodwin noted that the campaign aims to inspire thoughtful gift-giving, allowing families to connect through shared memories and experiences during the festive season.
Supporting Initiatives and Product Launches
Complementing the hero film, John Lewis is implementing a fully integrated campaign across various platforms, including out-of-home (OOH), social media, and digital channels. The retailer is also enhancing in-store experiences and launching gifting initiatives throughout the holiday period.
- Rough Trade at John Lewis will exclusively sell a limited-edition vinyl record priced at £14.99.
- The vinyl features Alison Limerick’s original version on Side A and Labrinth’s reimagined version on Side B.
All profits from the sale of the vinyl will contribute to the John Lewis Partnership’s Building Happier Futures program, supporting transformative initiatives for individuals and families.
Messages of Connection and Emotion
Rosie Hanley, Director of Brand for John Lewis, described this year’s Christmas campaign as a tribute to connection and memory. She expressed hope that the advertisement would motivate customers to discover gifts that articulate their feelings in expressive ways.
Overall, the “Where Love Lives” campaign encourages thoughtful gifting, highlighting the power of music and memory to strengthen familial bonds during the festive season.
