What's Happening?
John Lewis has unveiled its 2025 Christmas campaign, spotlighting 'unspoken emotions' through a nostalgic 90s club classic. The campaign centers on the relationship between a father and son, using Alison Limerick's 1990 hit 'Where Love Lives' as its soundtrack.
The ad depicts a father discovering a vinyl record of the track from his son, alongside a 2025 version by Labrinth. This campaign marks the first time John Lewis has integrated music into its story through a product, with profits from the record sales supporting the John Lewis Partnership's Building Happier Futures program.
Why It's Important?
John Lewis's Christmas campaign is significant as it taps into 90s nostalgia, appealing to multiple generations and enhancing emotional connections with consumers. By focusing on human relationships and the power of thoughtful gifts, the campaign aims to resonate deeply with audiences during the festive season. The strategic use of music and integrated marketing efforts across various platforms can strengthen brand loyalty and drive sales, while supporting charitable initiatives aligns with consumer values, potentially boosting the brand's image.
What's Next?
The campaign will run across TV, digital, and cinema, supported by a mix of out-of-home, social, and digital activities. John Lewis plans to sustain the campaign throughout the festive season, emphasizing social activations and engaging content to keep the brand 'front of mind' for consumers. The TV ad will debut during Channel 4's Great British Bake Off final, aiming to capture a wide audience. The brand's focus on maintaining visibility and engagement through innovative marketing strategies suggests a continued emphasis on connecting with consumers emotionally.
