Saatchi & Saatchi has given John Lewis a love story for its Christmas commercial. But it’s not the usual boy meets girl, or even girl meets girl tale. It’s more striking than that. It’s the story of the bond between father and son – a bond that can be complex. And the two-minute commercial, directed by Jonathan Alric of French duo, The Blaze, is built around a Christmas gift, the premise being that when you can’t find the perfect words, you can still find the perfect gift.

John Lewis’ Christmas campaign, Where Love Lives, encourages the UK to say what they truly feel through the timeless power of thoughtful gifting, exploring how the right present can express what words can’t, capturing connection, memory, and emotion in a way that feels both new and unmistakably John Lewis.

Music plays the role of “the great connector’ in the story. ‘90s dance icon, Alison Limerick provides the soundtrack with her hit, Where Love Lives, with a newly reimagined version by globally acclaimed artist and producer, Labrinth featuring in the campaign.

The hero film will run across TV, digital and cinema, supported by OOH, social and digital activity and extensive in-store experiences and gifting initiatives throughout the festive period.

It launched on Tuesday November 4 on Channel at 8pm during Great British Bake Off. Social content, created by Saatchi & Saatchi, pulls back the curtain with behind-the-scenes snippets from the making of the campaign. Executions for OOH, print, digital and radio feature hero gifting products from partners including Oura, De’Longhi, Dyson and Shark.

Additionally, Rough Trade at John Lewis will stock a vinyl record of Where Love Lives exclusively. Side A of the vinyl treats music fans to Alison’s iconic original version, while Side B presents Labrinth’s newly reimagined version featured in the film.

All John Lewis profits from the £14.99 limited-edition vinyl record will support the John Lewis Partnership’s Building Happier Futures programme, that helps people build brighter futures.

Franki Goodwin, chief creative officer at Saatchi & Saatchi, stated, “Music is always the beating heart of the John Lewis campaign at Christmas but this year it’s the gift itself. The campaign poignantly explores the power of a gift to communicate something we might not be able to put into words. A banger on many levels in many channels, I hope it inspires lots of thoughtful, expressive gifting and some family trawls through old playlists on Christmas Day too!”

Rosie Hanley, director of brand for John Lewis, added, “This year’s John Lewis Christmas campaign is a celebration of connection, memory, and the unspoken emotions that make the season truly magical. At John Lewis, we understand the power of a thoughtful gift, and we hope the Ad will inspire our customers to find the gift that articulates their feelings, allowing the present itself to speak volumes where words may sometimes fall short.”

Alison Limerick commented, “I squealed when I heard that ‘Where Loves 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, but I hope this year’s John Lewis Christmas advert will give those who see it a new, emotional connection with the song – especially with what Labrinth has created. His gentle version is just so beautiful; it’s sure to fill the heart with love.”

Labrinth added, “To think a boy like me from East London Hackney, who grew up watching this iconic advert would one day reimagine a classic and compose a piece of music for John Lewis’s forward thinking direction is a big deal for me. This advert is embedded in British Christmas culture and I miss home, so I’m honoured to be a part of it.”

Credits:
Client: John Lewis
Director of Brand: Rosie Hanley
Brand Marketing Lead: Amy Tippen-Smith
Senior Brand Marketing Manager: Carolyn Timberlake
Brand Marketing Manager: Laura Masters 
Brand Marketing Senior Executive: Holly Graham

Agency: Saatchi & Saatchi
CCO: Franki Goodwin
Executive Creative Director: Will John
Creative Director: Brodie King
Associate Creative Directors: Pete Ioulianou & Ollie Agius
Creatives: Paddy Fraser, Brodie King, Pete Ioulianou & Ollie Agius
Group Creative Director (Amplification): Caroline Paris
Creatives (Amplification & Supplier Funded): Molly Ohayan & Issie Peach
Creative (Gifting Stills): Will Blackburn
Designers: Kevin Hipke, Shane Horn
CPO: Jess Ringshall
Executive Production Director: Sam Robinson
Executive Producer: Rose Reynolds
Senior Integrated Producer (Gifting Stills): Zan Stepien
Integrated Producer (Supplier Funded): Izzy Woods
Production Assistant: Rita Aboderin
Executive Strategy Director: Emily Lewis-Keane
Planning Director: Polly Whitton
Planner: Elena Georgiou, Phoebe Lyons
Group Managing Partner: Alice Kassapian
Business Leader: Isaac Hickinbottom
Account Director: Jack Steer, James Hall
Account Manager: Mirta Esara
Head of Business Affairs: Charlotte Fisher
Business Affairs Manager: Liz Staley

Media: OMD Manning Gottlieb

Production Company: Iconoclast
Director: Jonathan Alric
Director (Supplier Funded): Nogari
Managing Director & Executive Producer: Guy Rolfe & Jean Mougin
Head of Production: Beatrice Warren
Producer: Jane Lloyd
Production Manager: Lucy Banks 
Production Manager (Supplier Funded): Tabetha Glass Jackman
Production Coordinator: Rob Rogan
Production Assistants: Chriolles Khalil and Andre Wooz
1st AD: Ben Gill
DOP: Shabier Kirchner

Editing: TRIM
Editor: Tom Lindsay
Edit Assistant: Nanako Kawasaki 
Executive Producer: Noreen Khan
Producer: Polly Kemp
Supplier Funded Editor: James Forbes-Robertson
Supplier Funded Assistant Editor: Magda Plugowska

Colour: Company3
Colourist: Matthieu Toullet
Colour Producer: Chris Anthony
Executive Producer: Ellora Soret

Post-Production: Selected Works
Executive Producer: Alex Fitzgerald
Head of Production: Dan Crozier
Creative Director: Greg Spencer

Post-Production (Supplier Funded): Harbor
Colourist: Toby Tomkins
2D Artist: Hani AlYousif 
Producer: Sarah Maerz

Music: Wake The Town
Music Supervisor: Dom Bastyra

Sound: 750MPH
Head of Production: Olivia Ray 
Sound Engineers: Sam Ashwell & Jake Ashwell
Producer: Aishah Amodu 

Vinyl Design: ILOVEDUST
Stills: Prodigious