Copyright dailyrecord
There's no denying that it's not Christmas until John Lewis releases its advert. At this point, it is something of a festive tradition in its own right. With many other retailers officially dropping their own ads, it's no surprise that John Lewis' is finally here, and, to the surprise of no-one, it is packed with emotion that has parents "sobbing" in the early hours of the morning. The retailer's two-minute long clip centres on a poignant story between a son and his father, and how the power of a thoughtful gift can help express how much we love someone, even when we don't have the right words. Like many John Lewis ads in the past, it features an iconic soundtrack, with acclaimed artist Labyrinth creating a newly reimagined version of 90s dance icon Alison Limerick's 'Where Love Lives' for that nostalgic factor. Created by Saatchi & Saatchi, the advert takes viewers into a family household on Christmas Day, with the focus being on the teenage son who wears headphones, as he uses music as a medium to communicate. He anxiously waits for his dad to find his unopened present under the tree, which, when unwrapped, reveals a a vinyl record of the classic 90s dance tune that provides the soundtrack for tear-jerking ad. As the record player begins, he is instantly transported to a bar in the 90s, dancing and having fun with friends, before the strobe lights focus on key moments of his son's life as a new-born, toddler and now as a teenager. The music shifts to Labyrinth's latest version of the song as viewers are brought back to modern day, where the father embraces his son to share a quiet, unspoken moment to convey the message "if you can't find the words, find the gift." Understandably, John Lewis' Christmas advert has touched a nerve with parents this year, as many have flocked to Instagram to share how it has left them "sobbing", with one writing: "Smashed it. I’m crying before the school run… bravo I loved this. Very relatable for me x." A second added: "Ah JL, you’re killing me with this! Sobbing into my breakfast." Others loved the use of the nostalgic song, with one writing: "Absolutely love it. Also love the classic 90s tune. I think I’ve got something in my eye." Someone else said: "Wow! That's got some punch to it on so many levels. The song, the nostalgia, the emotion, the ability to resonate with so many people on so many levels... Crying, and it's only 708am. Bravo." Rosie Hanley, Director of Brand for John Lewis, said: “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 said: "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 said: "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’ 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.” As of today, November 4, Rough Trade at John Lewis will be stocking a £14.99 vinyl of 'Where Love Lives', with side A featuring the iconic Alison Limerick's version and side B featuring the newly reimagined Labyrinth cover, with all proceeds going towards the John Lewis Partnership’s Building Happier Futures programme.
