John Lewis’s 2025 Christmas providing options Alison Limerick’s 1990 hit ‘The place Love Lives’ and focuses on the connection between a father and son.
John Lewis is tapping into 90s nostalgia with its 2025 Christmas marketing campaign, specializing in the connection between a father and son to a soundtrack of Alison Limerick’s 1990 membership hit ‘The place Love Lives’, which the marketing campaign takes its title from.
John Lewis: ‘The place Love Lives’
John Lewis is tapping into 90s nostalgia with its 2025 Christmas marketing campaign, specializing in the connection between a father and son to a soundtrack of Alison Limerick’s 1990 membership hit ‘The place Love Lives’, which the marketing campaign takes its title from.
Launched in the present day (4 November), The place Love Lives depicts a father discovering a gift beneath the Christmas tree when starting the wrapping paper clean-up – a vinyl report of Limerick’s observe from his son, alongside a 2025 model by Labrinth. It’s constructed on perception from John Lewis that the suitable current can specific what phrases can’t.
It follows an analogous path to 2025’s festive providing when it comes to eschewing model characters in favour of a human-focused marketing campaign.
Regardless of music being a key theme of John Lewis’s Christmas campaigns traditionally, it’s the primary time the retailer has put music into the story via a product. A restricted version run of The place Love Lives is available for purchase, with all income from the £14.99 report going to the John Lewis Partnership’s Constructing Happier Futures programme.
The 120-second movie, created with Saatchi & Saatchi, will run throughout TV, digital and cinema, and is supported by a “absolutely built-in” mixture of out of house, social and digital exercise, alongside “intensive” in-store experiences all through the festive interval.
The total marketing campaign will characteristic hero merchandise from Oura, De’Longhi, Dyson and Shark. The TV advert will launch at 8pm in the present day throughout Channel 4’s Nice British Bake Off last.
Christmas banger for all generations
By that includes a 90s hit in a second of nostalgia for the last decade, John Lewis is tapping into “that older viewers, but additionally the youthful ones,” says Amy Tippen-Smith, model advertising and marketing lead at John Lewis. “It ought to land to a number of generations.”
John Lewis is holding its advertising and marketing funding on this 12 months’s festive marketing campaign “comparable 12 months on 12 months,” says Tippen-Smith, although it’s “altering” the place the cash goes.
“We’re very a lot reflecting on how persons are partaking in media, a lot extra unified video viewing, actually how will we have interaction within the platforms that persons are utilizing on social, quick snackable content material,” she provides, to ensure the model is “unmissable”.
For 2025, John Lewis has “actually emphasised and targeted” on the way it can “maintain” the marketing campaign for the complete festive season.
Following an analogous template to final 12 months, the model pushed out a September marketing campaign to attach shoppers within the lead as much as Christmas, placing the model “entrance of thoughts” and constructing buzz.
“So, it’s not nearly that huge launch second, however the brand new, thrilling social activations which might be actually persevering with the theme and messages all through,” says Tippen-Smith.
“This 12 months’s John Lewis Christmas marketing campaign is a celebration of connection, reminiscence, and the unstated feelings that make the season actually magical,” says Rosie Hanley, director of name.
“At John Lewis, we perceive the ability of a considerate reward, and we hope the advert will encourage our prospects to search out the reward that articulates their emotions, permitting the current itself to talk volumes the place phrases could typically fall quick.”
