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Lorraine Kelly has said ‘it’s a bit soon’ as she called out the new John Lewis Christmas ad on live TV. The department store is known for their annual festive ad, which has used music from Lily Allen, Tom Odell and Oasis over the years. Filmed in a cinematic style, fan favourite ad campaigns from the business include The Bear And The Hare, Monty the Penguin, Man on the Moon and Buster the Dog. On Tuesday morning (November 4), John Lewis premiered their new ad which followed a teenage boy giving his father the Christmas gift of a memory-laden ’90s vinyl. Showcasing a father and son’s relationship for the first time, the ad is soundtracked by Alison Limerick’s 90s club hit Where Love Lives, with Labrinth contributing a new version of the track. After opening his gift, the father is transported to a 90s club as he slowly begins to remember his son as a toddler and a baby. John Lewis brand director Rosie Hanley said of the ad: “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.” The vinyl featured in the campaign will be sold exclusively through Rough Trade at John Lewis, with Limerick’s original version taking side A and Labrinth’s new version the B side. All profits from the £14.99 record will go to the John Lewis Partnership’s Building Happier Futures programme, which helps people who have grown up in care. With the public having their say on the ad, Lorraine opened Tuesday’s episode of her ITV talk show by sharing her issues with it. “The countdown to Christmas is officially on. We are revealing the inspiration behind John Lewis' emotional festive advert,” she said. “When are they going to do one that's just happy and lovely and celebratory but there you go." Sharing her critiques later in the show, she added: "We were saying it's the music that gets to you. Wasn't very Christmassy I have to say. I want jingle bells, I want Santa, I want Rudolph, I want noise, I want happiness "It's a bit too soon. Get November 5th, Bonfire Night, out of the way. It's a bit too soon." Meanwhile, Good Morning Britain’s entertainment correspondent Richard Arnold was full of praise for the advert, revealing it left him feeling emotional “It's a beautiful thing. I missed my dad so much when I saw that this morning. I watched it three times. Let's lift the mood before I fall down a hole of gloomy introspection,” he noted.
