John Lewis is back with a Christmas ad that hits all the right notes. “Where Love Lives” tells a simple but powerful story: a father reconnecting with his teenage son through a thoughtful gift—a vinyl record. The gift sparks memories of Dad’s ’90s dance-floor days, reminding them both that love hasn’t gone anywhere. Nostalgia, music, and emotion—classic John Lewis, beautifully cinematic.
What makes this campaign stand out is how it goes beyond the screen. The vinyl isn’t just a prop—it’s a hero product. Profits support John Lewis’ Building Happier Futures programme, showing that emotional storytelling can also drive meaningful action.
The campaign also shines on strategy. Pairing the story with Labrinth’s re-imagining of Alison Limerick’s iconic track, John Lewis blends retail, culture, and charity into one seamless experience. It’s a reminder that a great campaign doesn’t just make you feel—it makes an impact.
Why it works:
- Strong emotional storytelling that connects with viewers.
- Product integration that feels natural and purposeful.
- Cultural relevance through music and nostalgia.
- Social impact with charity integration.
Takeaway: Emotional campaigns can do more than tell a story—they can drive engagement, boost sales, and leave a lasting impact.