The festive season has officially begun, as retail giant John Lewis unveils its highly anticipated Christmas television advertisement this week. The launch marks the traditional starting point for Christmas celebrations across the UK, overshadowing even the appearance of mince pies in shops and twinkling house lights.
Earlier Than Ever Launch
This year's advertisement has arrived a full 10 days earlier than last year's offering, reflecting what John Lewis describes as a 'general shift' toward celebrating Christmas before Halloween pumpkins have been discarded. The timing means the campaign launches before Remembrance Sunday, accelerating the seasonal buildup.
A Shift in Festive Themes
Breaking from tradition, the advertisement focuses exclusively on the father-son dynamic, a relationship John Lewis has never previously centered in its festive campaigns. While the retailer has featured parents, children, grandparents, and sisters in past adverts, this marks the first time middle-aged men and male teenagers take center stage.
The storyline explores universal themes of generational gaps and how quickly children grow up, though the messaging appears squarely aimed at male audiences. The advert concludes with an emotional father-son hug, reinforcing its tagline: 'if you can't find the words, find the gift.'
Mixed Public Reception
Reaction to the advertisement has been divided. Some critics note the distinctly middle-class setting, featuring an open-plan home with luxurious soft furnishings and a giant Christmas tree, seemingly untouched by the current cost of living crisis. The tone has also been described as somewhat gloomy compared to traditional festive imagery of snowmen and sleigh bells, instead featuring sweaty nightclubs and an angsty, though ruggedly handsome, father figure.
The advertisement's nostalgic treatment of the 1990s has particularly resonated with older viewers, who may find it surprising that the decade is now considered a subject for period nostalgia. Despite these criticisms, the advert's timing aligns with ongoing national conversations about toxic masculinity, partly sparked by the groundbreaking television programme 'Adolescence'.
While John Lewis ultimately aims to drive Christmas shopping through its campaign, the retailer deserves credit for attempting to incorporate meaningful societal commentary into its festive marketing. The advertisement represents a bold departure from traditional Christmas themes while maintaining the emotional resonance the brand is known for.
