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 adored it. It encapsulated for me that feeling I sometimes have when I listen to “my music” and remember a time before kids with some nostalgia and sadness for the freedom I had then come back to whatever domestic situation I’m in and am reminded of my love for my child and that I can enjoy the music in the present in a new context. Powerful for anyone moved by music I think.

It’s so funny how different we all are. I thought it was beautiful and well thought out, absolutely brilliant. Not menacing at all!

Well said!

I'm not the one doing the assuming. A previous poster said this:

I see it as the add is aimed at people who clubbed in the 90s, making them think Good Thoughts about JL because they associate it with the idea their kids might actually want to connect with them - something the ex-clubber desperately wants as they listen to the teen banging about morosely in their room.

Implying the kid is the problem with the lack of connection. The child in this ad seems to be the thoughtful one, buying a particular gift for his dad and reaching out with it. Dad doesn't even open it with his son, which my own husband wouldn't do, and neither would I.

I find it a very cold advert, despite the lack of snow. Take away the tree (which you don't see for long) and it could be the dad's birthday. Doesn't give me any Christmassy feels at all. Their 2022 one where the dad tried to learn to skateboard to have a connection with foster child did the same message better.

Also, unlike M&S, Sainsbury's, Morrisons, Asda, John Lewis don't use the word Christmas once. Not even displayed anywhere or in text at the end with their logo. I find that odd. To be fair, nor does Amazon, whose advert of sledging grannies, is recycled from last year, but that does give me warm feels.

@IdentifyingAsAWoollyMammoth I thought it was cold looking too.
The Christmas tree is rather plain and dull looking with no coloured lights.
The furniture in the background is all very cream and beige. No colourful cushions or throw rugs. It doesn't look like a cosy living room.
It's all Very Neat and Tidy.
The mother says "lets tidy away the presents" - like she is a clean freak that's insists on everything constantly being neat 😂

Loved it!

Think it sums up the divide that can happen between teens and their parents and that music (and CHRISTMAS) can bridge that.

Didn't find it creepy at all, or threatening.

No, she asks for the presents to be off the table - I assumed to make space for Christmas Dinner.

I love the tobogganing grannies! And the instrumental rendition of In My Life.

Why were they on the table though?
In my home they'd be on the floor or on that (beige) sofa in the background.
Not all Neat and Tidy on the table 😂😂
I'm being light-hearted about it - but like I said I thought the room in the advert felt cold because it was so dull and tidy.

You need this then

Best Christmas ad ever😁

I was not implying the kid is the problem. I was describing the audience I think the add is aimed at. The kid morosely banging about in their bedroom isn't "the problem". It's just a sign to the parent that there isn't a connection. It's the lack of connection that's the problem.

No it’s well known as a great place to buy tech especially TV’s, there will be men in there without a woman. More so now as much of the competition has closed and well all the rest are terrible. They have top of the range which isn’t even in other shops. I sound like an advert now but I always buy tech there especially TV’s.

Would be more realistic if his son had got him a copy of One Night in Hackney and a gram of ketamine.

By coincidence someone shared this elsewhere so I thought I’d leave it here. Son buys dad present TV ad, 1985 version!

@HelloPossible it was only in the last few years I was even aware they sold tech.
I think it was when I was googling prices for buying a Nintendo Switch and they popped up.
That's the thing - they have 35 stores. That's not many.
Mr and Mrs Average Brit probably never or rarely go near John Lewis unless you live near a branch.
I grew up in medium size Midlands town in the 80s/90s and they were just some vague department store I had heard of but knew nothing much about them.
Department stores we shopped at were C&A or BHS (and even that involved a special day out).

😂😂😂

True!

Did you write the brief?

That's more bloody like it. Still a bit of a tearjerker but at it's core it's just every Christmas movie ever made - kids believe in the magic of Christmas and it makes it real, the end. Reindeers, jingle bells, rosy cheeked adorable children, no deeper message or meaning. Much better.

Why on earth do people think anyone in this advert is dead? It's not that hard to understand? The lad has headphones on and is clearly into music so bought his dad a record which reminds his dad of his youth. It isn't hard to understand. I do wonder about people on here sometimes.

@whoosit I didn't think either were dead, but the looks on their faces in the club makes it seem like something terrible just happened/was about to happen.

No-one thinks it’s hard to understand. They think it’s depressing and shit

It's not depressing is it? A teenaged son and dad who have grown apart and reconnect over music? I don't know. Maybe everyone else lives in a perfect life where everyone gets on all the time and life is great, in which case, amazing, but I thought it seemed like a nice reasonably realistic portrayal of family life. Nothing to get too worked up over. My only beef would be it isn't traditionally Christmassy needs more bells and snow.

Job done by advertisers, it's provoked a reaction. Personally I thought it was clever .