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……

Another crier here. I loved it. It's not especially Christmassy though although it's only the start of November so that's probably a good thing.

🤣

What does it bode? Ads are supposed to stimulate sales. This one was released this morning and already someone on this thread has bought something as a result of watching it. It’s done its job whether you like it or not.

Ooooh imagine if there was a reveal next week that he was abusive and it was all about different ways of interpreting family interactions - ie look out for those being abused.

it would be genius!

Yes, but it needs an abundance of sales to break even. It needs to call to a broad swathe of customers, especially those who do the most Christmas shopping. They aren't looking for the anomaly who picks up a record in a concession off the back of it.

I thought the son was perhaps non verbal/ autistic and the tag reinforced that.
Didn't like it as an ad.

Or that the wife’s an absolute harridan who constantly nags at everyone to tidy up, even on Christmas Day.

Maybe the kids are terrified she’ll start throwing baubles at them if they don’t do what she says. Maybe that’s why the dad looks unhappy. The evil bitch.

At the end of the day, the JL team who made the advert will have been very aware how people will interpret it differently. Every single bit of the advert will have been well thought out and is there for a reason. They have deliberately leaned into the possible problem father, abuse etc with the nervous kids, glances, a son that felt he couldn’t speak to his father etc. It’s sick really but that’s marketing, they’ll do anything to be talked about.

Every single bit of the advert will have been well thought out and is there for a reason. They have deliberately leaned into the possible problem father, abuse etc with the nervous kids, glances, a son that felt he couldn’t speak to his father etc. It’s sick really but that’s marketing, they’ll do anything to be talked about.

Again, its all open to interpretation. Im ot seeing a possible problem father or abuse etc it could be integrated in loads of different ways. Maybe an argument on Christmas morning is causing tension. .maybe its his step dad and its the first time he's called him 'dad' and he was nervous about doing so.
Maybe kid has come out gay and dad needed to process.
Literally anything coukd make up a back story.

Not entirely, no.

It's definitely a bloody awful advertisement.

The point is that by putting the glances, nervous kids etc in, they made sure that some people would interpret it as a possible problem father, family issues etc to get people talking. They could have done a very similar advert slightly differently and abuse wouldn’t have been considered by anyone. It’s purposely done, nothing in marketing is accidental.

They will not have intended any of that. It's a Christmas ad. Why would they want abuse/problem fathers/family issues associated with their brand at this time of the year?

I suspect they went too hard at pulling on the heartstrings via an awkward Dad/Son relationship and missed the mark.

Things in marketing can be poorly executed however.

That’s what it looks like to me too.
I also don’t see mum and sister frantically tidying up as someone suggested upthread or everyone threading on eggshells around dad.
It’s fascinating how differently people read facial and body language.

The point is that by putting the glances, nervous kids etc in, they made sure that some people would interpret it as a possible problem father, family issues etc to get people talking. They could have done a very similar advert slightly differently and abuse wouldn’t have been considered by anyone. It’s purposely done, nothing in marketing is accidental.

Some people may interpret that as a problem father, but not every one.

Ive done the nervous glances with my sister when we were kids when id really messed up and parents were angry with me. I think for me it was taunting and same with my sister , she and her mate shoplifted some stationary as a dare. Parents were furious ( quite rightly) and we were in the bad books.and we knew we had to face them. It didnt make my dad abusive.

Not once did I consider abuse from this advert.
If anything maybe everyone was a bit stressed as Christmas day can get overhyped and tensions can arise.

Agree.

It’s a miss by the marketing co.
No Christmas bonus for them.

Agree.

It’s a miss by the marketing co.
No Christmas bonus for them.

No, I don't think they'd have done this intentionally. I am beginning to wonder if they did their market research through WhatsApp groups though.

The bottom line is - this advert will not tempt me to buy any of my Christmas presents from JL.

Had they used a doggy trampoline or a kind-hearted hare like in the past, I would have been won over 😻

Same! It is more like a Christmas drink driving advert than a John Lewis ad! 🤣

They absolutely will have, because it gets people talking. And there is plausible deniability, after all some people aren’t seeing it at all. But a marketing team will absolutely have looked at every single angle on this. If the general public are seeing it, the team will know that it was possible for it to be viewed that way. JL have a history of controversial adverts.

Yes, if you read my post I said ‘some people’. 🤦‍♀️

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I work in this area and it can be very hard to research ads as you're working from scripts/storyboards, not finished products.

It can be hard to gauge tone with these materials and a lot depends on the director and the spin they put on it. It's too late for research inputs at that point.

Loved it ..a winner for me!