What's Happening?
John Lewis has launched its 2025 Christmas campaign, 'Where Love Lives,' centered around the 1990 hit by Alison Limerick. The campaign focuses on the emotional bond between a father and son, using music as both a message and a gift. The creative team
at Saatchi & Saatchi developed the campaign, which includes a limited edition vinyl with profits supporting the Building Happier Futures initiative. The campaign aims to connect across generations through nostalgia and thoughtful gifting.
Why It's Important?
The campaign underscores the role of music and nostalgia in creating emotional connections with consumers. By focusing on family relationships and thoughtful gifting, John Lewis aims to strengthen its brand identity as a leader in holiday marketing. The initiative also highlights the importance of social responsibility, as profits from the vinyl support a charitable cause. This approach may set a precedent for other brands to incorporate similar themes in their marketing strategies.
What's Next?
John Lewis plans to sustain the campaign throughout the festive season with integrated marketing efforts across TV, digital, and in-store experiences. The brand aims to engage consumers with ongoing social activations and in-store experiences, ensuring the campaign's message resonates throughout the holiday period. The campaign's success will be measured by its emotional impact and ability to connect with consumers across generations.
