Now it is December, and I’m legitimately allowed to mention the C word, I’ve decided to share my opinion on the most exciting moment in the marketing industry’s calendar, the Christmas ad drop.
Every year I look forward to the big Christmas ads, the ones that get everyone talking, debating, sobbing into their mince pies, or even reaching for the sick bag. And while John Lewis and Waitrose sit under the same parent company, this year the two brands couldn’t have taken more different approaches.
And honestly? I absolutely loved one and really didn’t feel the other.
Here’s why.
A lovely story that just isn’t me
The John Lewis advert this year, Where Love Lives, focuses on a father and his teenage son bonding over a vinyl record. It’s drenched in nostalgia with warm lighting, a ‘90s rave flashback, and that classic John Lewis attempt at stirring deep emotion.
But here’s the thing, I didn’t connect with it at all. Maybe it’s because I’m not a man.
Maybe it’s because I don’t have kids/teenagers. Maybe it’s because the whole “dad reminiscing about a past rave” thing feels miles away from my actual life experience. Maybe because I was never ‘raver’!
I completely see what they were trying to do. The intergenerational connection, the sentimental musical cue, the emotional payoff. But for me, it ended up feeling remote, a bit flat, and strangely joyless for a Christmas ad. (And don’t get me started on the mum and daughter in the background clearing up the lunch, that they presumably also cooked) *rolls eyes*.
Anyway, it turns out I’m not alone.
A lot of people, journalists/social media users/reviewers, have said similar things. Some have described it as “not very Christmassy”, “a bit dull”, or even “depressing.” Others felt the nostalgia was nice but the payoff didn’t land. A few viewers did cry at it, to be fair (possibly the dads who miss raving and resent their children for it) but it was definitely a mixed bag.
The rom-com spoof I didn’t know I needed
Then there’s the Waitrose advert, The Perfect Gift. I adore it.
The whole thing plays like a cosy modern rom-com, complete with a tongue-in-cheek meet-cute, flirty cheese-counter wit, and a bit of gentle parody. It’s warm, it’s funny, it doesn’t take itself too seriously, and it feels designed for actual adults who don’t necessarily live in a family-centric Christmas bubble.
Plus celebrity cameos, with the brilliant Keira Knightley and hilarious Joe Wilkinson, makes it feel like a mini festive film, not just an ad.
I found myself smiling the whole way through. The humour, the self-awareness, the little rom-com nods (like it knows exactly what it’s doing), it all just worked for me. It felt modern, festive and actually fun.
And judging by the reaction online, I’m definitely not the only one. People on social media have been calling it one of the best Christmas ads ever while others praised its warmth and loveliness. When strangers on Reddit are demanding a feature-length version, you know you’ve hit the right tone. Plus, it features a pie….what’s not to love, actually? (I’ll get my coat.)
It’s fascinating that two brands under the same umbrella can create such wildly different emotional experiences (which, ironically, might be the most intentional thing they’ve done.) But it also shows how much Christmas advertising has evolved. We’re no longer satisfied with a single type of festive story and Waitrose, in my opinion, absolutely met the moment this year.
.png)
.png)
