Britons have expressed sheer joy over the latest “woke free” John Lewis Christmas advert. The video, which has been circulating on social media this week, has been described as “powerful” by viewers who have rejoiced over the fact that it focuses on family ties. The advert opted to steer clear of celebrities and influencers this time around, instead casting actors for a father-and-son-themed advert.
The advert begins on Christmas Day with a dad clearing away discarded wrapping paper when he discovers a leftover present intended for him. Inside sits a vinyl record of the 1990s dance track Where Love Lives by Alison Limerick. He makes his way straight to his record player and as soon as the needle drops, he’s whisked away to a nightclub from his youth. The dad then notices his teenage son searching for him across the crowd.
Recollections come rushing back of watching his son take his first steps as a toddler and beaming up at him as his baby.
The scene then abruptly returns to the present day with the headphone-wearing son catching his dad savouring his gift.
In response to the advert, social media users praised John Lewis for focusing on family bonds and “breaking the woke mould”. One person said on X: “Yes. Well done @JohnLewisRetail, finally an advert which is not woke but about love in a normal British family during Christmas. Did leave a lump in my throat! Will buying Christmas shopping from John Lewis & @waitrose.”
A second person added: “Think I’ll be doing all my shopping for Christmas presents this year at John Lewis. I think John Lewis might have just broken the woke mould.”
A third said: “The John Lewis Christmas advert is brilliant. It focuses on the ties that bind across family relationships and for those of us of a certain age who fondly remember our exuberant youth in the 90s, it’s rather beautiful and poignant. Refreshingly woke free.”
Another X user wrote: “Choked me up this. Right back to my 90s days, Quadrant Park, Hacienda. I have kids In their early 20s who love this music as much as I do.”
A fifth person said: “I’ve watched this a few times now, well done John Lewis and whoever designed this ad. Powerful stuff that strips away the commercialism of Christmas and brings it down to the nitty gritty – the power of love.”
