Front of the John Lewis Shop. Picture Credits: Minnie Paynter
The public has weighed in on the new John Lewis 2025 Christmas advert.
The retailer’s long-awaited 2025 festive ad campaign has officially dropped and is already stirring up mixed emotion across the UK.
The new ad centres around a father-and-son relationship, marked by distance and unspoken words.
The teenage son gifts his dad a vinyl record: “Where Love Lives” by Alison Limerick, with a new version by artist Labyrinth. As the dad listens, he drifts into a 1990s club scene and flashes back through his memory of his son’s childhood; the narrative ends with a hug and the tagline: “If you can’t find the words, find the gift.”
Two University of Lincoln alumni Ollie Agius and Pete Loulianou were involved in creating this year’s Christmas advert the pair spent eight months crafting the project.
University of Lincoln programme leader and senior lecture in creative advertising, Dave Pettitt, was by thrilled by the connection saying: “Seeing Ollie and Pete’s names attached to a campaign of this cultural impact is incredibly rewarding.”
With the new advert released there has already been lots of mixed emotions about whether the advert meets the usual expectations.
The John Lewis advert is highly anticipated the moment Christmas is round the corner, helping us to get into the festive mood. Building year on year people sit and wait to see what new ideas the creators have come up with and if it tops the year before.
This year so far there has been lots of differing opinions following its release, with many people saying they don’t think it’s up to usual standards, especially for John Lewis.
Christmas Tree inside John Lewis. Picture Credits: Minnie Paynter
Third year University of Liverpool student Annie Owens said: “For me, the John Lewis advert got it wrong this year, I didn’t really understand it properly, but maybe that’s because I’m too young for it to resonate with me properly.”
TikTok user sammi_jo_1 said: “Ugh, it’s so disappointing, it’s just not Christmassy” which lots of other people were agreeing with in the comments section.
However, some have voiced that they thought it was very moving including TikTok account, Dapper Laughs saying:
“John Lewis just dropped it’s Christmas ad and it had me in tears- no agendas, no work nonsense just raw fatherhood, sacrifice, and men being seen and appreciated, which is rare and refreshing.”
Many backed this up remarking that the ad brought up a lot of emotion. Final year, Liverpool Hope University Student, Chloe-ash Stewart said: “I personally think the advert is a beautiful reminder for the older generation and an opportunity to reminisce on their youth.”
So, whilst the new John Lewis advert is not unanimously loved, but it is widely talked about — and in that sense, it’s made its mark. Many viewers appreciate the emotional honesty and nostalgia; others feel the “festive” element is under-cooked for the usual seasonal kick-off.
The 2025 John Lewis Christmas Advert has officially dropped! So far it’s causing a stir online, with divided public opions on whether it’s up to the usual standards, or if it’s the best one yet? #johnlewischristmasadvert#2025
