Toxic masculinity, parenthood and a 90s house classic: Why the 2025 John Lewis Christmas ad matters.

John Lewis’ Christmas ad has connected generations this year. With Gen Z making a TikTok trend out of it and their parents joining in, how has this ad started a conversation with just one track and no dialogue? In a landfill of adverts pushing products and Christmassy tat in your face, this one feels special.

Targeting all the parents who loved a night out in the 90’s, John Lewis has hit everyone with a pang of nostalgia with its new Christmas advert. Airing on November 4th, it’s already infected people with the festive jiggles, showcasing a father and son emotionally connecting over music. For many, the track Where Love Lives by Alison Limerick, is one that brings back core memories of youth. On the B-side of the John Lewis vinyl, Labrinth’s reimagining of the track reflects the generational connections between music and family. Continuing in the festive spirit, all the profits from the £14.99 vinyl edition will go towards John Lewis’ Building Happy Futures programme that aims to give every young person a fair start in life. Amidst blatant product placement, this advert feels more in touch with the true meaning of the season whilst promoting their brand’s identity as reliable and family orientated.

With over 5000 videos posted on TikTok to the hashtag #johnlewischristmasadvert, a wholesome trend emerged, sparking conversation between generations. Parents were tearfully reacting to the advert as many reflected on their youth and journey into parenthood. On the flip side, their children were posting videos about living out the times of their lives. Using the track featured in the advert, people showcased their nights out with friends, reflecting on the present moment as a time that they will continue to cherish as they age. In a corner of the internet that can harbour negativity and harmful trends, this one reminded us of the unity that digital conversations can bring. Encouraging conversations within families and getting people to feel nostalgic across generations isn’t an easy feat.

Amidst the heightened discourse surrounding toxic masculinity, many people also resonated with seeing a father and son be emotional with one another on screen. One study shows that men who have attempted suicide are more likely to have grown up with a strained relationship with their father. They grew up in households that enforced dominant ideals of masculinity and discouraged emotional expression. This advert dialled into that discourse. Relating the common experience of boys not knowing how to communicate with their emotionally absent fathers, the video shows that Christmas can be an opportunity to reconnect families. In the video, as the father’s baby son stumbles across the dance floor towards him, the importance of that relationship and how he got there overwhelms him with emotion. Seeing his father tear up and embrace him, leaves the young boy validated and no longer fearfully watching from the stairs for a reaction to his present. Without saying a word, this intimate moment opened a doorway for the two of them to connect, breaking down the generational trauma that’s made some men feel like they can’t be honest about their emotions.

Although the reaction has been positive for many, some people felt disconnected from the ad’s messaging. The storyline of the video strummed the heartstrings of 90’s ravers who now had adolescent children. In particular, Gen X and Millennials felt that they were the target audience for this advert. However, the more abstract nature of the ad resulted in the message flying over some people’s heads. The scene of the father clubbing and then seeing his baby son grow into a young adult right before him, caused some major head scratching. Some even felt left out as it focused on a father-son relationship and others felt it was too depressing for the festive season. Isn’t it a bit bah-humbug though to discredit a creative video that’s trying to revive the conversation surrounding father-son relationships? In a time where advertising is so influential and manipulative, this advert shows that we could be starting more impactful conversations that cross generational divides. A much better use of our time than grinch-ing about something that warmed the hearts of many going into the most wonderful time of the year. The flashing lights, Oxford street crowds and shockingly loud, festive music playing in the shops has made us forget the complexities surrounding this time of year. It’s a time that holds grief and family feuds for many. Whether you liked it or not, take this year’s John Lewis advert as a reminder to appreciate those you love who are older or younger than you. Let’s unite this Christmas and try and understand each other better- more fuzzy feelings please!