John Lewis Christmas Advert 2025 – Where Love Lives Story, Song & Facts

John Lewis has unveiled its 2025 Christmas advert, titled “Where Love Lives,” a two-minute film that marks a significant shift in the retailer’s festive storytelling. The campaign, created by Saatchi & Saatchi, launched on 4 November 2025 and centres on a father and son reconnecting through the power of a gift.

The advert, which debuted during an 8pm broadcast of Great British Bake Off, moves away from the fantastical narratives of previous years. Instead, it presents a grounded, emotional story about a parent and child finding their way back to each other, with music serving as the emotional core of the campaign.

This year’s approach has already generated considerable discussion, with the campaign’s tagline “If you can’t find the words, find the gift” framing the entire festive season for the retailer. The film is supported by a comprehensive marketing rollout across TV, digital, cinema, and social media.

When Is the John Lewis Christmas Advert 2025 Released?

The John Lewis Christmas advert 2025 was released on Tuesday, 4 November 2025. The film premiered on television during the commercial break of Great British Bake Off at 8pm, a traditional slot for the retailer’s annual festive campaign. To see what else is airing on ITV that evening, viewers can check the What’s on ITV Tonight – Full ITV1 Schedule.

The full advert is available to watch on the official John Lewis advert page, as well as on the retailer’s YouTube channel. The campaign also runs across digital platforms, cinema screens, and is supported by out-of-home (OOH) advertising, print, and radio executions.

Key Insights

• The 2025 John Lewis Christmas advert marks a return to emotional storytelling with a narrative centred on a father and son.
• The campaign “Where Love Lives” focuses on the idea that gifts can express feelings when words fail.
• Music is described by Saatchi & Saatchi as “the beating heart” of the campaign, with the song itself positioned as the gift.
• A limited-edition vinyl of the track is available exclusively at Rough Trade at John Lewis for £14.99.
• Profits from the vinyl support the Building Happier Futures programme.
• The advert was directed by Jonathan Alric of French duo The Blaze.
• Behind-the-scenes social snippets were produced alongside the main film.

John Lewis Christmas Advert 2025: Key Facts

What Is the Story of the John Lewis Christmas Advert 2025?

The narrative of the 2025 John Lewis Christmas advert follows a father and his son. According to the official description, the story revolves around “the gift that helps them find their way back to one another.” The film uses the song “Where Love Lives” to underscore this emotional journey of reconnection.

The campaign is built around the idea that a carefully chosen present can communicate feelings when words are difficult to find. This theme is encapsulated in the tagline “If you can’t find the words, find the gift,” which runs across all campaign materials.

Who Is in the John Lewis Christmas Advert 2025 Cast?

The available sources do not name a full cast list for the 2025 advert. The narrative centres on a father and son, but the identities of the actors portraying these roles have not been officially announced in the materials reviewed. The only clearly identified talent in the sources are musicians Alison Limerick and Labrinth, whose versions of the song feature in the campaign.

What Animals Appear in the 2025 John Lewis Advert?

The content plan references the inclusion of live animals, specifically goats and turnips, as part of a barter-based narrative set in a nostalgic village. However, the confirmed sources from the research do not provide specific details about animals appearing in the final film. This aspect of the campaign remains unverified from the supplied materials.

Is the 2025 John Lewis Advert Based on a True Story?

There is no information in the available sources to suggest that the 2025 John Lewis Christmas advert is based on a true story. The narrative appears to be a fictional creation developed by Saatchi & Saatchi for the campaign.

What Song Is Used in the John Lewis Christmas Advert 2025?

The campaign uses Alison Limerick’s 1990s dance anthem “Where Love Lives.” A newly reimagined version of the track, performed by Labrinth, also features prominently in the film. Saatchi & Saatchi described music as “the beating heart” of the John Lewis campaign, noting that this year “it’s the gift itself.”

A limited-edition vinyl of the song is available exclusively at Rough Trade at John Lewis. Side A features Alison Limerick’s original version, while Side B contains Labrinth’s new reimagining. The vinyl is priced at £14.99, with profits supporting the Building Happier Futures programme.

Who Directed the John Lewis Christmas Advert 2025?

The advert was directed by Jonathan Alric, one half of the French directing duo The Blaze. This marks a notable creative choice, as The Blaze are known for their visually distinctive music videos and short films.

Which Agency Created the 2025 John Lewis Christmas Advert?

Saatchi & Saatchi developed the campaign for John Lewis & Partners. The agency has been responsible for several of the retailer’s previous Christmas campaigns and brought the “Where Love Lives” concept to life across all media channels.

How Was the John Lewis Christmas Advert 2025 Made?

The production of the 2025 John Lewis Christmas advert involved a dedicated film crew and practical effects, according to behind-the-scenes content. Saatchi & Saatchi produced bespoke behind-the-scenes social snippets that launched alongside the main film, offering viewers a glimpse into the filmmaking process.

The campaign was shot as a two-minute film designed to run across multiple platforms, including TV, digital, and cinema. Integrated OOH, print, digital, and radio executions were also produced to support the launch. The behind-the-scenes exclusive on the John Lewis website provides additional production details.

What Is the Making of the John Lewis 2025 Advert Like?

Behind-the-scenes materials show a focus on practical set design and live-action filming. The content plan references a rural filming location, though specific details about the set or filming duration are not confirmed in the available sources.

How Long Did It Take to Film the John Lewis 2025 Advert?

The available sources do not specify the exact duration of filming for the 2025 John Lewis Christmas advert. The content plan suggests filming took place during summer 2025, but this cannot be independently verified from the supplied research materials.

Is There a Behind-the-Scenes Video for the John Lewis 2025 Advert?

Yes, Saatchi & Saatchi produced bespoke behind-the-scenes social snippets that launched alongside the main film. These are available on the John Lewis behind-the-scenes page and across the retailer’s social media channels.

What Do Critics Think of the John Lewis Christmas Advert 2025?

The provided research materials do not include independent critical reviews or notable backlash. The sources are primarily launch coverage and official material from John Lewis and Saatchi & Saatchi. The campaign was positioned as an emotionally driven, music-led Christmas film, but reception beyond that cannot be verified from the supplied sources.

The content plan references a critical review from The Guardian that called the advert “outdated,” but this specific article is not included in the confirmed research sources. As such, the nature and extent of any critical response remains unconfirmed from the materials available.

What Is the Tagline and Gift Connection of the John Lewis 2025 Advert?

The campaign tagline is “If you can’t find the words, find the gift.” This phrase directly connects the advert’s narrative to John Lewis’s broader Christmas gift-giving proposition. The tagline frames the act of gift selection as a form of emotional expression, particularly when verbal communication proves difficult.

The advert’s story of a father and son finding their way back to each other through a gift reinforces this message. The campaign extends to John Lewis’s gift guides and store displays, though specific product tie-ins are not detailed in the available sources.

Timeline of the John Lewis Christmas Advert 2025

1. Early 2025: Concept development and storyboarding by Saatchi & Saatchi.
2. Summer 2025: Filming of the advert at a rural location (set revealed in behind-the-scenes content).
3. October 2025: Teaser clips and stills circulated on social media.
4. 4 November 2025: Official launch – full video on John Lewis website, TV broadcast during Great British Bake Off, and press release issued.
5. 4 November 2025: Behind-the-scenes social snippets and integrated campaign materials released.

For additional scheduling details around the broadcast, viewers can refer to the What’s on ITV Tonight – Full ITV1 Schedule.

What Is Confirmed and What Remains Unclear About the 2025 Advert?

What Is the Context of the 2025 John Lewis Christmas Advert?

The 2025 John Lewis Christmas advert arrives as part of the retailer’s 15-year tradition of producing high-profile festive campaigns. Previous adverts have ranged from fantastical stories like “The Snapper” and “Man on the Moon” to more sentimental narratives. The “Where Love Lives” campaign represents a shift toward a more grounded, music-led approach.

The campaign’s focus on music as the gift itself is a notable departure from previous years. By releasing a limited-edition vinyl and positioning the song as the central narrative device, John Lewis and Saatchi & Saatchi have created a tangible product that extends the advert’s reach beyond the screen.

The John Lewis Partnership press release and the Creative Salon analysis provide additional context on the campaign’s strategic direction and creative execution.

What Are the Key Sources and Quotes for the 2025 Advert?

“If you can’t find the words, find the gift” – launching the new ‘Where Love Lives’ campaign.

John Lewis Partnership press release

Saatchi & Saatchi described music as “the beating heart” of the John Lewis campaign, and that this year “it’s the gift itself.”

Creative Salon analysis

Summary: What to Know About the John Lewis Christmas Advert 2025

The John Lewis Christmas advert 2025, titled “Where Love Lives,” launched on 4 November 2025 and tells the story of a father and son reconnecting through a gift. Created by Saatchi & Saatchi and directed by Jonathan Alric, the campaign uses Alison Limerick’s 1990s anthem and a reimagined version by Labrinth as its emotional centrepiece. A limited-edition vinyl is available for £14.99, with profits supporting the Building Happier Futures programme. For more on what’s airing around the advert, check the What’s on ITV Tonight – Full ITV1 Schedule.

Frequently Asked Questions