Copyright huffingtonpost
Love it or hate it, John Lewis’ annual festive advert has become a huge part of the Christmas experience here in Britain – and the different songs featured in each of the brand’s campaigns have always been a major factor in their popularity. This time around, though, music arguably plays a bigger part than ever in John Lewis’ Christmas advert. Unveiled on Tuesday morning, the new ad centres around a father and his teenage son, with the latter gifting his dad with a vinyl record on Christmas Day. After playing the record, the father is then transported in time, with two different versions of Alison Limerick’s 90s house classic Where Love Lives soundtracking the flashback sequences of the ad. Towards the end of the clip, a new reimagined version of the song by British singer-songwriter and producer Labrinth plays over an emotional moment between the dad and his boy. Alison enthused: “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 also shared: “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 you might expect, both versions of the song are also available to buy on one vinyl record available in John Lewis stores, with proceeds going towards John Lewis Partnership’s Building Happier Futures programme, which helps those who have grown up in care. Meanwhile, the chief creative officer of Saatchi & Saatchi, who created the ad, said: “Music is always the beating heart of the John Lewis campaign at Christmas but this year it’s the gift itself. “The track threads through an integrated campaign that poignantly explores the power of a gift to communicate something we might not be able to put into words. “A banger on many levels, I hope it inspires lots of thoughtful, expressive gifting and some family trawls through old playlists on Christmas Day too.”
