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 dad was also clearing up and found a present that had been unopened in all the mess. Addressed to him. The son hadn’t mentioned it. Then the dad realised.

Oh, in terms of research, yes I have 19yo and 17yo sons and still found it dark. My 19yo is a bit like this.

They did very well that first year with the little boy who had gifts he couldn't wait to give, and it's just got crapper and crapper ever since.

Well some of you must have watched a different advert to me as it doesn’t come across as menacing, threatening or the son walking on eggshells for me at all

I thought the meaning behind it was clear and shows a different side to a father/son relationship. Loved it (and also what a tune!)

So why do you care if it's ✨deep and meaningful ✨ or not?

The teenager wasn't menacing
He looked anxious as did the others,it was the Dad!

And I'm not sure why a decent Dad has such a rubbish relationship with a teenage son, who is clearly trying
This!
The Dad looked like a nasty,moody git with everyone looking anxious and on eggshells
Hey a record, now I can relive my youth
Ugh twat !

I like it.

I’m not sure it’s menacing… it’s a bit strange to start with but I think it’s about reconnecting.

The kids haven’t felt very close to dad, he’s felt drowned in banal family life. The music reminds him of his clubbing days, but then he sees his son, he remembers his sons life and he realises he’s right where he wants to be and that their childhood was his high days not the clubs.

It’s bittersweet I think. But not very festive 😂

My favourite ever.
So powerful.

It would be interesting to see if those people who find it menacing have had / do have teenage boys

I had a teen son. He's 36 now though! 😂At the same time, I also danced to this song as I had my DC young. I agree with OP.

I'm not a man though so maybe it is a father/son thing. But I wouldn't like it if my DC looked so worried around their dad! And yes, in a "normal" household the present wouldn't have just been left there anyway. The teen boy would have been excited for his dad to open it during the actual present opening. So it didn't really work for me in a logical way either.

That was my first thought too. It’s been a year where teen/parent relationships have been talked about a lot as you say with Adolescence and even Eastenders and so can see how this is showing a different side

Agreed BIWI!

No, definitely not! I had a few tears at the end and I think it's certainly very stirring but not in a joyful way.

Surely Christmas should be able to make you feel happy thoughts?

I didn't know that.
Surely it would have been better to show the boy going into the store and shopping at the concession first so people actually know that you can buy records at JL.

TBH - I am just glad that we are discussing JL (or any) xmas ads again. I've felt nostalgic for when their release was a big deal. And yes I know it was all emotional manipulation to sell stuff - but I am well up for that

My view may be coloured by the fact that I did have a dad we had to walk on eggshells around. And the looks of the DC, the anticipation of seeing if he would be in a good mood, then finally the relief that he was, was very familiar. You could say that's a "me" issue, but not sure a christmas ad should be triggering!

It's bloody miserable but at least it'll have pushed their last crap advert off the tv, where the man is singing 'and the beat goes on' extremely poorly. That one made me want to cause harm to others whenever I heard it.

Fairly obvious what the point was, but I thought it was very poorly executed and came over as depressing and gloomy. It certainly wouldn’t encourage me to shop in JL at Christmas.

> The Dad looked like a nasty,moody git with everyone looking anxious and on eggshells

I feel this is a reach.

I thought he looked like a Hot Dad ngl

Fully agree !! It isbeautiful. They have a target audience, it’s very well done. And I think it you don’t get it, you don’t get it.

also toxic masculinity / boys struggling to be heard and many many things on the back of Adolescence , we need to pay attention to young males.

The only thing it should trigger is some supermarket sweep instinct to fill your trolley with an abundance of Christmas gifts.

If the present is in the ad then that is the implication that you can buy it in JL (hence why the need for the shop to actually stock the hero item).

Eg the trampoline ad from years back, did we need to see the dad go and actually buy the trampoline in the shop to understand that they sold it?

They're not. Dad was clearing wrapping paper when he found the gift. The son had picked up a pile of gifts from the table and taken them upstairs, as his Mum and asked him to, and he was coming back downstairs to continue the task. The son and father took a brief moment to have a hug.

There's a few accusations you could level at this ad, but a father and son momentarily being distracted from the task of cleaning up when it's Christmas Day and they have all day to do it. And the house is already tidier than mine ever is.

I liked it. From the descriptions here I was expecting the Sixth Sense though.

its different and makes a good point about father son relations. Clever that is it polarising as it generates discussion/arrention

I meant I didn't know there is a record shop concession in John Lewis.
I know they have a toy department (where the trampoline would have come from).