John Lewis has unveiled its 2025 Christmas advert, bringing together a touching father-son narrative with Alison Limerick’s beloved 90s anthem ‘Where Love Lives’ in a fresh interpretation by Labrinth.
The campaign introduces a new approach with its message: “If you can’t find the words, find the gift.”
It explores how meaningful presents can express emotions we struggle to voice, whether that’s an unspoken “I couldn’t have got through this year without you or a gentle “I’m here for you.”
The advert centres on a teenage boy who turns to music to communicate feelings he can’t articulate to his father.
The story unfolds on Christmas morning as a father tidies wrapping paper near the tree and discovers an unopened present marked with ‘Dad’ and a smiley face.
Inside, he finds a vinyl of Limerick’s classic track and immediately plays it on his record player.
The music transports him to a 90s nightclub where he’s dancing with mates, but suddenly spots his teenage son in the crowd.
Through strobe light flashes, time shifts – his son appears as a toddler taking first steps, then as a newborn in his arms.
‘If you can’t find the words, find the gift’
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JOHN LEWIS
Back in the present, Labrinth’s gentler version plays as the son comes downstairs to find his dad enjoying the gift.
They share an embrace in a wordless moment that says everything.
Since its release this morning, the advert has sparked intense emotional reactions among social media users, with viewers sharing tearful responses.
“Absolutely love it and the tune. Cried all the way through,” wrote one viewer, while another stated: “This is everything.”
‘Wow! Another fantastic ad by John Lewis. Totally balling my eyes out’
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JOHN LEWIS
The early morning release caught many off guard. “How am I crying so early on a Tuesday morning?” Gosh, this got me. The sentiment is perfect. Beautiful,” wrote one fan.
“Wow! Another fantastic ad by John Lewis. Totally balling my eyes out,” another admitted.
Parents of teenagers felt particularly moved, with one commenting: “Okay, this got me. Completely tears streaming. It has hit us parents of teens in a beautiful way.”
One mum revealed: “This literally stopped me in my tracks. Incredible. Sobbing. Great tune.”
Another echoed: “Oh my goodness, heartstrings well and truly pulled on! As parents of teenage sons, this feels like our Christmas ad!”
“Smashed it. I’m crying before the school run. Bravo, I loved this. Very relatable for me,” joked another teary-eyed viewer.
The 90s nostalgia struck a chord with many Britons at home. “As a 50-year-old Gen X 90s raver with a teenage son, this is so bloody perfect,” shared one parent.
Director of brand for John Lewis, Rosie Hanley, said the campaign celebrates “connection, memory, and the unspoken emotions that make the season truly magical”.
The campaign has resonated widely, with everyone from new mothers to middle-aged fathers finding themselves tearful.
“Thoughts and prayers for all the middle-aged dads finding themselves getting unexpectedly emosh at a John Lewis advert,” joked one commenter.
Meanwhile, singer-songwriter Alison Limerick expressed her delight: “I squealed when I heard that ‘Where Love Lives’ would be in the advert – literally squealed like an excited child.”
However, while the nation’s response has been almost wholly positive, some viewers admitted they wanted more festive cheer.
One noted: “I get the meaning, but it’s really lacking any Christmassy feels, sorry.”
Another disappointed parent wrote: “I wish you’d make them kid-friendly again. My girls look forward to your advert every year, but they haven’t understood the last two.”