There’s a moment in this year’s John Lewis Christmas ad that quietly catches you off guard. A father, a son, a gift, and a shared silence that says more than words ever could. The music, ‘Where Love Lives’, sets the emotional tone, but it’s the subtlety of the exchange that stays with us. It’s not nostalgia for nostalgia’s sake. It’s a reflection on connection, memory, and the language of love when words fall short.
It’s not just clever. It’s copywriting that understands people.
John Lewis has long been the master of emotional advertising. Their Christmas ads are cultural events and the unofficial start of the festive season, the moment we all lean in and ask, “What are they doing this year?” But after a few rocky years for retail, and some missteps in brand positioning, this year’s ad feels like a return to form. And it’s worth unpacking.
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Understanding the Customer and the Culture
The tagline, “If you can’t find the words, find the gift”, is deceptively simple. It says something many of us feel but rarely articulate: the difficulty of expressing emotion, especially for men. In a world that’s increasingly verbal, vulnerable, and emotionally literate, there’s still a gap. And John Lewis has stepped into it with empathy and precision.
This isn’t just about selling gifts. It’s about recognising that for many, especially men, gifting is a language. It’s how we say thank you, I love you, I remember. This ad doesn’t patronise or preach. It simply shows a moment of emotional truth and lets the viewer fill in the rest.
That’s smart marketing. And it’s smart psychology.
Masculinity in Advertising – A Quiet Revolution?
Let’s talk about masculinity. Because it’s been missing from advertising lately, or at least, it’s been flattened into tropes. We’ve had the bumbling dad, the emotionally unavailable man, the comic relief. But this ad gives us something else: a father who feels deeply, remembers vividly, and struggles to say what he means. Additionally, it gives us a teenage son who, in giving the gift, carries his own quiet vulnerability. It effortlessly portrays the hesitation many of us feel when offering something personal, hoping it will be understood and well received.
It’s subtle, but powerful. And it’s a reminder that advertising doesn’t need to shout to be heard. Sometimes, it just needs to reflect us back to ourselves.
The Power of Copy, Or When Words Do the Heavy Lifting
As a copywriter, I’m always interested in the line that holds the whole campaign together. This year, it’s:
“If you can’t find the words, find the gift.”
It’s not poetic. It’s not clever-clever. But it’s emotionally resonant, culturally relevant, and commercially effective. It does what great copy should do – it speaks to the reader’s reality, not the brand’s ego.
And it’s a great reminder that copy isn’t just decoration. It’s strategy, itt’s psychology and it’s the difference between meh and magic.
Music, Memory, and Meaning
The choice of ‘Where Love Lives’ is no accident. It’s a track that carries emotional weight for Gen X and older Millennials, which are key demographics for John Lewis. And when Labrinth’s stripped-back version plays, it’s not just a soundtrack. It’s a mood.
Proceeds from the vinyl go to the Building Happier Futures programme, supporting young people who’ve grown up in care. That’s not just good PR. It’s brand alignment with purpose … and it matters.
Brand Identity And The Return of “Never Knowingly Undersold”
John Lewis quietly brought back its iconic price promise last year, after realising that ditching it was a mistake. Customers missed it. They trusted it. And in a retail landscape where value perception is everything, it was a smart move.
It’s a lesson in listening. In knowing when heritage is more than nostalgia, it’s equity.
Will This Ad Become Iconic?
Only time will tell. But early reactions suggest it might. It’s not whimsical like Monty the Penguin (2014) or a fantastical tale like The Bear and the Hare (2013 – the one with the iconic Keane cover of ‘Somewhere Only We Know’ by Lily Allen ). It’s grounded, human, and emotionally intelligent. And that might be exactly what we need this year.
What This Means for Your Marketing
If you’re a marketing manager, business owner, or head of content, here’s the takeaway: great copy doesn’t just sell. It connects, understands and reflects.
John Lewis didn’t just make an ad. They made a moment. And they did it with insight, empathy, and a line that speaks volumes.
So if you’re planning your festive campaigns, or thinking about how to make your brand voice resonate, don’t just look at what you’re selling. Look at what your audience is feeling. And then find the words that meet them there.
Let’s Make Your Words Work Harder
If this ad has reminded you how powerful the right words can be, imagine what they could do for your brand.
This November, we’re offering tailored copywriting support for businesses looking to sharpen their messaging, elevate their festive campaigns, or simply reconnect with their audience in a more meaningful way.
Need a second pair of eyes?
If this struck a nerve and you’d like a senior copywriter to review your existing content, the easiest way to start is with a short outline of your project.
