Why’s the John Lewis’ Xmas Ad so bloody menacing!

[Purplefoo]

https://www.theguardian.com/media/2025/nov/04/john-lewis-christmas-advert-countdown-90s-club-classic-where-love-lives

I genuinely thought it was about an abusive dad or a murderous son at first! So intense……

Also, just saw this at the bottom of the page as i posted - Men ‘feeling excluded’ from John Lewis ad | Mumsnet

Makes sense that John Lewis would make this father/son ad this year!

I felt it was creepy too, all the darkness and echo-ey music!

Just watched it and @Swiftie1878 has it.
Perhaps the son has had a big falling out with his Dad - maybe stayed out too late, got drunk/smoked weed and the Dad is taken back to his youth and in that moments they reconnect.
Love it!

I'm curious about your take, what do you find threatening in the ad, and threats of what?

But it clearly starts with a moody looking Dad, everyone is watching him anxiously, then he finds the record and cheers up.

It centres the Dad
They should have flipped it
Moody teen, finds a gift and cheers up

Dad's are supposed to be mature not petulant.

Not sure why people are so down on the teen. He seems like a nice boy- immediately starts tidying his presents, bought a very thoughtful gift for his dad and feels a bit nervous about it, maybe their relationship has had some strains but I don't think that's a niche thing.

I loved the ad and think that JL are brilliant at tying their "buy some stuff" message to the idea of Christmas as a time for emotional connection (with others and with the past- grumpy middle-aged dad is also the 90s raver, teen son is also the sweet toddler and baby- Christmas as a time for recognising this amid all the hustle of daily life). Best example of this of course was the penguin one, which remains the best for me.

The only one I've really disliked was Jeremy Corbyn on the moon. Animals on a trampoline was ok but didn't really convey very much.

But it is a fleeting connection that underlines the miserable status quo.

It was just the vibe I got 😂😂
I'm not analysing it that deeply.

I’ve just rewatched and the main characters absolutely do fade into darkness. Lots of Christmas ads in the past have featured themes of death and grief, where have you been?

I love Christmas and I usually enjoy the JL Christmas ads, especially tearjerkers. Perhaps I don’t like it because I’m not a former raver, and I don’t have aloof teenage children.

Is he moody looking? Is everyone watching him anxiously?

I've just watched it again and didn't get any of that- he's just clearing up the wrapping paper, the son scuttles off rather than announcing his gift, dad finds it. Nothing more sinister than that to my mind.

The dad isn't moody, he's picking up bits of wrapping up paper.

The mum and daughter aren't even watching the dad, let alone anxiously. The dd watches her brother leave the room.

Don't know what ad you were watching.

Can you post a screenshot of the dad looking moody?

Exactly. Some people have active imaginations.

Bit weird.

No it doesn’t! The dad doesn’t look moody at all. He’s clearing up paper. The son looks a bit moody, but it becomes clear it’s because his dad hasn’t opened his present and he’s not sure why/how to do it.
It centres the son and dad and their relationship - but I don’t have a problem with that.

Thank god, this one does feel a bit demographically specific. I love it.

No

There is clearly an atmosphere and they look at each other anxiously.
Dad has a face like a slapped arse

How have you decided that?
It could be the norm but they’ve had a bit of a fall out in the run up to Christmas.
It could be t( start of a much improved relationship.
The ad gives us no idea beyond the boy being anxious for his dad to see the present and then the present leading to a lovely moment. Why so negative?

I don’t see any of that.

Just shows that people see things differently as I didn’t see the dad being moody at all and everyone wasn’t watching him anxiously in a walking on eggshells type way

The mum and sister were not looking at the dad they were tidying up and then the sister looked at her brother. Yes you could argue that the son looked anxious but I took that to be “I hope he likes his present” rather than being terrified of him

Eh?

The son is jiggling his leg as he looks at the dad, a sign of nervousness

What are you on about? Where does the dd look at the dad? She is looking at her brother!

My perception of it is:

Teen has bought present for dad, but feels awkward because he's a teen who can't express emotions
Teen knows the present is still under the tree so when Dad goes to clear paper he knows Dad will find it, so he feels anxious.
Dad finds present, looks round for teen who has scarpered. Opens present and eyes light up.

<cut away to club scene - nostalgia, lost connections with child etc >

back to the room - hug infused with that bittersweet remembrance of the young child who has grown up and the challenges of teen parenting - and moment of connection between dad and son when they smile at each other warmly - the magic of gift-giving has enable to son to say something he couldn't put into words.

I can't understand your defense of this advert. If I'm watching this advert, telling you it looks miserable, that the family seem tense, that it is joyless and it takes a gift to remind him that his son is precious, well that isn't an advert that is ticking the right boxes. If it is open to interpretation, it has failed. If you need to add a back story for it to make sense, it has failed. Hell, some people thought the kid was dead!

It's 0 points from me.

it was a bit poop, tbh. But why did poor old dad not have his present given to him when everyone else got theirs? rubbish family.

I hope Alison Limerick gets a massive royalty cheque! I LOVED this song back in the day and she was a QUEEN.

I didn’t see any signs of menacing behaviour!

As a parent of teen boys I loved it! I’m glad they’ve mixed it up.

Maybe the son was a little nervous wondering if Dad would like the present. That’s all. Nobody seemed moody. They were just tidying up!!