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……

I think it takes a lot inspiration from the absolutely devastating - and brilliant - film, After Sun, which is about the suicide of a father, and has a great 90s soundtrack

Or restlessness.
He’s clearly waiting to see if his dad likes his present. Ok, you might not know that immediately but as soon as dad picks up t(e present it’s pretty obvious, don't you think?
I don’t see any of this walking on eggshells’ stuff. Not at all. Not even the first time through.

I thought the dad was in a dark place, possibly depressed, and everyone was giving him space, except the son came up with something to make his dad feel good?

Too deep?

Sure. How about some of the kids looking scared/ anxious too.

You think no adverts should be open to interpretation? JL want people talking about the ad. Bingo.

Because the teen tucked it under the tree himself then didn't have the courage to give it to his dad because it required a level of emotional honesty that he was too teen-boy to summon up. I felt this was fairly clearly signposted!

Have you posted the wrong screenshots?
Edit: yes, the kids look a bit nervy in those, but it’s because they are waiting for dad to get the present! The boy is (like all of us) a bit anxious that his dad will like the present. Doesn’t mean he thinks t( dad will go ape if he doesn’t or anything. If that was the case he’d already have done it when he though5 he didn’t have a pressie, surely?

I think John Lewis or the ad agency probably hugely underestimated the vast numbers of adults for whom Christmas Day as a child was not a nice time. I get that a dog on a trampoline is quite fluffy and not meaningful but it also (unless your trampolining dog has just died) doesn’t give you that rush of adrenaline and transport you back to the oppressive house where you walked on eggshells and a combination of booze and parents being together was a powder keg.

I like it. It's not sacarin sweet like some of the Christmas ads. It's not in your face and it's fairly short. I can also imagine it being something many families experience.

Disclaimer - my Dad didnt scare me and I never felt unsafe at home so I interpreted his face as shyness/uncertaintly/missing his Dad rather than anything unpleasant. But I can see why some people see it as being scared.

Because that’s how they/we grew up. We are projecting.

I mean, I'm talking about how shit it is, 50% of people seem to agree here. Is that what good publicity looks like?

Maybe. And that’s a shame, I sympathise.
But it’s really not there in the ad.

So 50% don't agree it’s shit then?
Why is one 50% right and t(e other 50% wrong? It’s opinion. It’s got us talking about it. Lots of us can see the positives.

Also, do they even sell vinyl?

This. Some of the comments on here are the most hysterical, overblown, nonsensical SHIT that I've ever seen in more than 5 years on Mumsnet...and that's saying something!

'Menacing' 'Dark' 'Abusive' 'Rageful'. FFS!

Reminds me of this from the Simpsons

Its cringy and awful. Why does the dad just randomly open the present and agree the song looks like he's scared. I just don't get why people get so emotionally invested in these ads. They're a marketing ploy, nothing more.

Same. I really love it. 🥰

I didn't get it 🤷‍♀️ I thought the dad found and opened his gift before Christmas Day.

Anyway, I want to see happy fluffy feel-good Christmas adverts, not teenage angst. Life is shit enough without having to watch depressing Christmas adverts.

Denim4ever
Also, do they even sell vinyl?
Are you actually being serious?

Agree. It’s an overreaction that I have not seen on here since the Covid threads

But it will be getting the views up which is no bad thing for JL. I have now watched it 3 times to look for menacing behaviour, everyone scared of the moody dad, the son shaking his legs in terror and it being an awful Christmas Day and yet to see any of that

They’re just not smiling that’s all. It’s supposed to be serious/ a bit deep. Not all jolly. Teenagers don’t smile much!

I don’t think it would have worked if everyone was all smiling and jolly.

At least it doesn’t have Dawn French in it!

Well because they aren't canvassing for friends here, it's a marketing strategy. If your Christmas advert has become the showpiece of your marketing strategy that pulls your accounts from red to black each year, then it's probably not a good idea to be putting half of people off at the outset.

Also the same. Absolutely loved it. And I work in advertising, so I am a tough crowd :))

It's totally bang on - beautifully nostalgic, recognising the natural friction between parents and their teens and then, despite the distance between them, the love and empathy that brings them back together. For me, that's what family is about - not this sickly, saccharine stuff we usually get at Christmas.

Banger.

Yes so true! This made me laugh so much.

For what it’s worth on my group WhatsApp chat none of us found it menacing/terrifying - we all have teen boys.

I think maybe people want it to be about young kids but I’m pleased it’s not this year.