John Lewis unveils Christmas ad, trial VIP members’ lounge

It’s November and the festive season countdown has begun in earnest. That’s clear from the fact that one of the biggest pre-Christmas events has happened — John Lewis has unveiled its Christmas ad.

Its new campaign is titled ‘Where Love Lives’, with the tagline: “If you can’t find the words, find the gift.”

The company said “90s dance icon” Alison Limerick provides the soundtrack with her hit ‘Where Love Lives’, with a newly reimagined version by artist and producer Labrinth. And it’s selling both via a charity vinyl record.

The ad focuses on a teenage son who uses music as a medium to express the feelings for his dad he can’t find the words for, ending with the strapline: “If you can’t find the words, find the gift.”

It was created by Saatchi & Saatchi and takes viewers to Christmas Day in a family household. Passing a son who’s in his own world with headphones on, the focus shifts to the Dad clearing up discarded wrapping paper.

He discovers an unopened present marked ‘Dad’ with a smiley face. Inside is a vinyl record of  Where Love Lives by Limerick. The power of the music transports him back to the 1990s he remembers and loves.  

That nostalgia for the past reflects a number of headline ads John Lewis has released in recent years, whether looking at its own past or that of its customers.

In this case, viewers are taken on the Dad’s journey as he loses himself in the music in a 90s club where he sees his son as a teenager, as a toddler and as a newborn.

The music “becomes a bridge between memory and love, between then and now”.

Back in the present day, his son comes down the stairs and catches him enjoying his gift. They embrace and share a quiet, unspoken moment.

Rosie Hanley, director of brand for John Lewis, said: “This year’s John Lewis Christmas campaign is a celebration of connection, memory, and the unspoken emotions that make the season truly magical.”

Franki Goodwin, chief creative officer at Saatchi & Saatchi, said: “Music is always the beating heart of the John Lewis campaign at Christmas but this year it’s the gift itself. The track threads through an integrated campaign that poignantly explores the power of a gift to communicate something we might not be able to put into words.”

It comes as John Lewis ramps up its overall festive season targeting of customs and that includes opening a Members’ Lounge at its Oxford Street, London, flagship.

The VIP space is for loyalty scheme members and will serve complimentary drinks and snacks as well as offering mini massages.

The company is testing the “new, premium, service-led reward” that makes its most “loyal members feel valued”. It comes as loyalty scheme membership has grown 13% in the last year.

My John Lewis scheme members book slots for the lounge in advance, but it’s also available as a walk-in if there’s space. They can bring two guests.