John Lewis has unveiled its highly anticipated Christmas campaign, focusing for the first time on a father and son relationship. The advert features a teenage boy giving his father a vinyl record of Alison Limerick's 1990s club hit 'Where Love Lives', with a new version by British artist Labrinth providing the soundtrack.
The campaign, created by Saatchi & Saatchi, shows the father discovering an unopened gift with a sticky note reading 'Dad' and a smiley face. He unwraps the vinyl and plays it, triggering flashbacks of his son as a toddler and baby, interspersed with scenes of him dancing in a 1990s club. The advert ends with the pair sharing an embarrassed hug and laugh in their living room.
John Lewis brand director Rosie Hanley said: "This year's John Lewis Christmas campaign is a celebration of connection, memory and the unspoken emotions that make the season truly magical. We hope the ad will inspire our customers to find the gift that articulates their feelings."
Labrinth, who grew up in Hackney, east London, said: "To think a boy like me from east London, Hackney, who grew up watching this iconic advert, would one day reimagine a classic and compose a piece of music for John Lewis's forward-thinking direction is a big deal for me."
The vinyl will be sold exclusively through Rough Trade at John Lewis for £14.99, with all profits going to the John Lewis Partnership's Building Happier Futures programme, which supports people who have grown up in care.
