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……

The sight of him initially encountering his son on the dancefloor made me think that the son had died. and the ad was about bereavement. I couldn't shake that feeling even when it became clear what the story actually was, so for me the ad is too bleak.

Loved it, brought a tear to my eye!

As an aside, does anyone know when the Baby Jesus will be premiering his advert to celebrate John Lewis Season?

I think it's lovely. His son got him a present that took him back to his youth and gave him a flashback of his adult life since that time. The son looked surprised, not terrified. Lovely touch that the baby was wearing the same colours as the teenager.

I agree! And I LOVE that song. Brought up lots of feelings of nostalgia for me too. Especially as I had my son relatively young and when I used to go clubbing.

I liked it.
I think it portrayed how difficult relationships can be between dad's and teenage sons sometimes. The song took dad to happier times and a time when relationships weren't so complicated (boy being a toddler being pleased to see his dad.)
For a moment dad re-lived his younger years on the dance floor, then saw son and was brought back to earth remembering they emotional distance. However the present reunites them showing there is a bond between them.

I think the point is Christmas can be a time for sharing feelings with people you care about even when things are difficult.
I could be miles out but that's my take!

Yes I agree. But then I’m a 90’s teen too. I wonder if that helps ‘get it’ 🤷‍♀️. It made me cry actually so I’m not sure how Christmassy that is, though the point about bonding with a thoughtful gift, without words, is clear.

Nothing threatening 😂

But then I’m a 90’s teen too. I wonder if that helps ‘get it’ 🤷‍♀️
Im a 60s kid/70s teen and I got it!

I’m a 90s teen. Love the track. Do not love the ad.

I really like it!

Great. So it’s not that then !!

Maybe it’s because it’s relevant to my life stage and the song but that’s the first John Lewis Advert that has made cry. Proper snotty crying 😭

It would be interesting to see if those people who find it menacing have had / do have teenage boys. I really think it’s very well observed and acted.

Anecdotally, from this thread, it’s hitting home with a fairly niche market of dads with awkward teen sons.

Glad my teens aren’t like this.

Yup!!

Me too! That song, the memories!😍

I’m a mum with girls.

Agreed. Don’t think anyone’s missed the point - it was pretty obvious lol.

I guess it’s all personal taste but speaking for myself I don’t want edgy and dark at Christmas lol.

Left me absolutely … cold… blank… no ‘feels’ at all. Same old same old and feels low rent and cheap.

I thought it was a wonderful and very clever strategy of gift giving being able to express things you can't say. The strategic planners did well there and I felt I could almost see that brief!

But I agree the execution is a little bit off and over complicated. I thought someone was going to be dead too. It was just a bit too dark for too long. And I'm not sure why a decent Dad has such a rubbish relationship with a teenage son, who is clearly trying. I bet mum bought the son's present and Dad did nothing.

It’s terrible. Also very sexist - why are the mum and sister doing all the clearing up whilst they faff around with a record?

They don't want to.
Most people won't know they sell records because they don't. It's just this one.
It feels like a token charity gesture.

The advert is hard to understand, the dead person element is strong amongst this thread .. the sullen teenager didn't come across as anything other than terrified as did the sister. There was no joyous family moment in there.

It certainly isn't uplifting, but maybe they've been concerned about the budget too.
Let's just think about a jumper costing £240.

I loved it, I thought it captured a lot of emotions resonant as a parent to teens and got me a bit choked up. Whether intentionally or otherwise (as I know how ridiculously far in advance these things are planned) it feels mildly topically in the year of Adolescence as well to be invoking the fear parents have of losing touch with their teens boys.

(Monty the Penguin remains my favourite ever though)

There are Rough Trade concessions in John Lewis stores, they definitely sell more than the one record.

I thought the Dad was cleaning up all the wrapping paper when he found an unopened gift. How is that sexist?