John Lewis Christmas Advert 2025 : Where Love Lives

Does the 2025 John Lewis Christmas advert ‘Where Love Lives’ live up to the hype? Read the blog to find out!

The 2025 John Lewis Christmas advert, Where Love Lives, dropped before Bonfire Night, officially kicking off the festive season while we were still surrounded by leftover pumpkins and half-eaten bags of Halloween sweets.

But when Where Love Lives arrived, the UK did what it always does. Stopped, watched, and immediately started talking.

Because like clockwork, the John Lewis Christmas ad isn’t just a marketing moment, it’s a national tradition. The group chats light up, someone sends the link before you’ve even had your morning coffee, and suddenly you’re debating whether Where Love Lives can hold its own against The Bear & the Hare, Monty the Penguin, or Excitable Edgar.

This year’s campaign takes a different route. Where Love Lives swaps the slow, piano-led ballads for a pulse of 90s nostalgia, soundtracked by Alison Limerick’s iconic club hit of the same name. The two-minute story follows a dad, his teenage son, and the gift, a vinyl copy of Where Love Lives, that helps them reconnect. It’s still classic John Lewis: emotional, heartfelt, and nostalgic. But this time, it comes with a bassline twist.

And as always, the nation has thoughts. Some called it beautiful, touching, and “classic John Lewis.” Others said it left them a bit cold. So, we asked the British public exactly what they thought of Where Love Lives, the highs, the lows, and the unexpected dancefloor moments.

So grab a brew (…or a Baileys if you’re already in festive mode), hit play, and see why Where Love Lives has everyone talking.

Reactions to John Lewis 2025 Christmas advert: Where Love Lives 

Where Love Lives arrived before Bonfire Night, sparking the earliest start to Christmas chatter we’ve seen in years. The two-minute advert tells the story of a dad, his teenage son, and a gift that helps them find their way back to one another: a vinyl of Where Love Lives by Alison Limerick, a 90s club classic reimagined as the emotional heartbeat of the campaign. As the record plays, the dad is transported back to his youth, and, for a moment, the gap between past and present disappears. It’s nostalgia, emotion, and connection all wrapped into one dancefloor moment, classic John Lewis with a bassline twist.

The emotional rollercoaster

John Lewis continues to hold its crown for emotional storytelling.

• 51% described the ad as emotional, heartwarming, or moving.

• 30% specifically said it “made them feel emotional”, while 21% used words like “touching,” “beautiful,” and “tearful.”

• 20% said it made them nostalgic, with many linking the vinyl and soundtrack to personal memories of the 90s.

• 12% called it “amazing,” “lovely,” or “classic John Lewis.”

“I really love this advert, actually brought tears to my eyes and flooded me with emotion. Love the link between music and family, friends..other people. Great thoughtful advert, something completely different again… brilliant”
– OnePulse Respondent

But not everyone was misty-eyed.

• 15% said they felt confused,

• 10% described it as predictable or repetitive, and

• 8% openly shared negative reactions, using words like “boring,” “depressing,” or “not memorable.”

Still, 72% agreed it “felt like a John Lewis Christmas ad”, proof that even when they tweak the formula, the brand’s signature sentiment shines through.

The soundtrack: Where Love Lives by Alison Limerick

The most talked-about element? The music. Instead of a gentle piano ballad, John Lewis took a creative leap, anchoring the ad around Where Love Lives by Alison Limerick, a 1990s club anthem known for its soulful chorus and message of connection.

And it paid off… mostly.

• 41% said the track “added unexpected emotion” and praised its nostalgic energy.

• 25% said the music was their favourite part of the ad.

• 14% described it as “clever,” “refreshing,” or “modern for John Lewis.”

“Great track, meaningful and very appropriate at Christmas time.. because it’s not about the presents it’s about who you spend it with. One present that is given with love and means something to you and brings you and your son together in a world where we can feel very apart from our kids and social media. Great concept.”
– OnePulse respondent

But the choice wasn’t universally loved.

• 11% said it “didn’t feel Christmassy enough.”

• 7% said it clashed with “the advert’s emotional tone.”

The power of a gift

The gifting narrative, the dad discovering a vinyl that reconnects him with his son, landed with emotional precision.

“It was really heartwarming and I liked the clever line at the end about finding the gift when you cant find the words.”
– OnePulse respondent

• 46% said it captured “the emotional power of gifting.”

• 18% said “the final gift reveal” was their favourite moment.

• 62% described the story as “relatable.”

“I thought this was lovely and very emotional. It shows the connection you make through thoughtful gifts not just expensive stuff that no one really needs.”
– OnePulse respondent

However, 12% felt the storyline was “a bit surface-level” or too abstract. Some viewers missed a clear “moral” or found the metaphor hard to follow.

Top moments of the John Lewis 2025 Christmas ad

When it comes to the moments that really resonated, Where Love Lives hit home for plenty of people, particularly when it came to emotion and nostalgia.

• 64% said the relationship between father and son was their standout moment, proving once again that heartfelt, family-centred storytelling is still John Lewis’s festive sweet spot.

• 38% highlighted the moment of transformation from memory to now as the most magical part, that clever visual transition where past and present blend seamlessly.

• The nostalgic ’90s soundtrack came third at 36%, showing that Alison Limerick’s Where Love Lives struck just the right sentimental chord for many.

• 35% said they loved the slower, more grounded storytelling, a welcome contrast to flashier Christmas ads

• 34% praised the ad’s overall warm and cosy vibe, calling it “comforting” and “a proper Christmas feeling.”

“I loved it, so personal and got the feeling the boy may have some special needs which is very close to our family.”
– OnePulse respondent

Of course, not everyone was swept up in the sentiment. 22% admitted that “nothing really stood out.” Still, when nearly two-thirds of people name emotional connection as their top highlight, it’s clear that John Lewis hasn’t lost its ability to move the nation, even when the beats come from a 90s dancefloor instead of a grand piano.

Will the ad set John Lewis’ tills ringing?

When it comes to turning festive feelings into purchases, the results were a little more muted. Just 15% said the advert positively influenced them to shop at John Lewis this Christmas. Another 28% said it “gave them a thought,” suggesting that while the ad nudged awareness, it didn’t quite close the deal. The largest share, over a third (35%), described it as “a nice ad, but it won’t change where I shop,” while 23% said outright that they shop elsewhere or simply don’t feel drawn in.

So, while Where Love Lives clearly won hearts, it didn’t quite open wallets. But for John Lewis, that might not be the point, because sometimes the biggest win is keeping the brand firmly at the heart of Britain’s Christmas conversation.

The final take

Where Love Lives had all the John Lewis hallmarks, emotional storytelling, touching relationships, and a nostalgic twist, but with a bolder, riskier sound and a slightly more grown-up message.

It hit home for most (half of Brits called it emotional or nostalgic), but others felt the spark was missing. The early release got people talking, the music divided opinion, and while it didn’t necessarily drive people to shop, it once again made John Lewis the heartbeat of Britain’s Christmas conversation.

Whether you cried, cringed, or just watched out of habit, we all pressed play. And that’s the power of a true Christmas tradition.