It’s that time of year again. The John Lewis Christmas ad has dropped – a little earlier than usual – and with it, the annual debate over whether the retailer has rekindled its emotional magic or lost its festive sparkle.
This year’s ad, “Where Love Lives,” created by Saatchi & Saatchi, tells the story of a father and son whose relationship is rekindled through a simple, meaningful gift – a vinyl record. The moment the dad unwraps it, he’s transported back to his clubbing days in the 1990s, set to Alison Limerick’s iconic house anthem of the same name.
There’s no dialogue, just emotion – nostalgia, warmth, and connection – all packaged in a way that’s unmistakably John Lewis.
Back To Where It All Began
For years, John Lewis ads have set the gold standard in emotional storytelling, creating a seasonal benchmark that brands across the UK and beyond have tried to match.
In a previous article, I explored how the retailer’s genius lies not just in storytelling but in memory-triggering. From “The Long Wait” (2011) to “Monty the Penguin” (2014), John Lewis used familiar emotional cues – childhood wonder, family connection, bittersweet reflection – to make consumers feel first and think later.
The challenge has always been to keep that emotional formula fresh. In 2018 and 2019, John Lewis pushed the boundaries with Elton John’s “The Boy” and the “Piano and Excitable Edgar,” both of which leaned heavily on music and spectacle. In 2019, the dragon-themed fantasy succeeded because it balanced creativity with clear product storytelling – something many rivals failed to do.
But not every year was a hit. In their 2022 campaign, despite its heart-in-the-right-place message about foster care, I thought it missed the mark emotionally. It felt like cause marketing wearing a Christmas jumper – well-intentioned, but tonally off for the season.
This year’s campaign, “Where Love Lives,” seems to have learned from both extremes. It has the emotional depth of “The Long Wait” and “Monty the Penguin,” but with a more grounded, relatable story – a dad, a son, a record, and a shared moment.
When Nostalgia Meets Data
According to DAIVID, “Where Love Lives” is the most emotionally engaging John Lewis Christmas ad since 2016’s “Buster the Boxer.”
The numbers tell the story:
- 55.8% of viewers experienced intense positive emotions – 15% higher than the average ad.
- The ad was twice as likely to generate feelings of warmth (+124%), gratitude (+106%), and joy (+100%).
- Nostalgia levels ran 34% above the norm.
That combination of metrics would make even the most data-skeptical marketer take notice. And it shows how far emotional intelligence in advertising has evolved – not just as an art, but as a measurable science.
DAIVID’s AI testing blends facial coding, eye tracking, and survey data to predict emotional response and…
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