Every year John Lewis manages to make us cry, but this year, they’ve made us remember. Their new Christmas advert, “Where Love Lives”, is a nostalgic masterpiece that takes us back to the 90s and straight into our hearts.
Global (04 November 2025) – There are few things that signal the start of the festive season quite like a John Lewis Christmas advert.
For the past two decades, the retailer has been delivering stories that go far beyond marketing… stories that have become part of our collective December rhythm. Each year, without fail, they manage to remind us that connection and kindness are what the season is really about.
This year’s advert, titled “Where Love Lives,” arrived a little earlier than usual and instantly hit home. It’s nostalgic, heartfelt, and perfectly crafted to tug at the emotions of anyone who grew up in the nineties, especially the Gen Xers and millennials who now find themselves in the role of parent.
It’s a quieter approach from John Lewis this year and maybe that’s why it resonates so deeply. Over the years we’ve seen whimsical stories. The old man who lived on the moon, dragons who wanted to belong and animals bouncing on trampolines, but this time, the brand has stripped everything back to something real and raw.
The focus isn’t fantasy. It’s the everyday love that holds families together.
Alison Limerick herself said, “I squealed when I heard that Where Love Lives would be in the advert, literally squealed like an excited child. Music has always had the power to bring all kinds of peeps together…” Labrinth added, “To think a boy like me from East London (UK) who grew up watching this iconic advert would one day reimagine a classic and compose music for John Lewis’s forward-thinking direction is a big deal for me.”
And while it’s a tear-jerker, it’s also doing good. A limited-edition vinyl release of the song will raise funds for the retailer’s Building Happier Futures programme, another thoughtful touch that brings meaning to the message.
Social media, of course, has been flooded with reactions:
“As a 45-year-old dad, I couldn’t watch this twice. It hurts.”
“This is a truly wonderful ad. The moment that song began, I was in floods of tears… Right, I’m off to call my dad and tell him I love him. ”
“Jokes on you John Lewis cause I felt like crying today anyway!”
“Excuse me while I wipe the tears from my face. That hit me right in the feels. OMG.”
It’s that emotional honesty, the way it reminds us of our parents, our children, and the music that ties us together, that makes this year’s advert so special.
If you grew up in the 90s, you’ll feel it in your bones. If you’ve ever struggled to express love without words, you’ll understand it completely. And if you’ve ever received or given a gift that meant more than it should have, you’ll see yourself in it.
I’m going to wipe my tears away and call my mom. You can watch the video below:
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