The 2025 John Lewis Christmas advert has landed, but critics are calling it a relic of a bygone era. The commercial shows a boy purchasing a vinyl record of Alison Limerick's 'Where Love Lives' for his father, triggering a nostalgic dancefloor sequence. However, many viewers argue the ad fails to resonate with younger audiences.
The advert, released 10 days earlier than last year, features the father being transported to a club where his son appears at different ages. The song eventually transforms into a slow cover version, a technique familiar from past Christmas campaigns. Critics note that the premise—a child buying a physical record from a bricks-and-mortar store—seems anachronistic in an age of streaming and online shopping.
Commentators have drawn comparisons to classic films like 'Love Actually' and 'Aftersun', but question the relevance of depicting a vinyl purchase and linear television viewing. One observer remarked that to Gen Z, the advert might as well be about bartering a goat for turnips.
Supporters argue the advert captures a tender moment of father-son connection, acknowledging a parent's past life. Yet the overall sentiment remains divided, with many wondering if the tradition of the John Lewis Christmas advert has outlived its usefulness in 2025.
