All the feels, all the touchpoints: Why John Lewis wins Christmas (again)
Every year, marketers everywhere wait for that moment the Christmas ads drop. We cry, we share, we say, “this one’s not as good as 2019,” then we cry again anyway.
This year has been no different, with all the big brands getting in on the action, from supermarket giant Asda reviving The Grinch, to Barbour teaming up with the iconic Wallace & Gromit. And, like most years, retail giant John Lewis has once again stolen the show.
First out of the blocks with their 2025 campaign, “Where Love Lives”, set to a reimagined version of Alison Limerick’s 90s classic by Labrinth, it’s another emotional masterpiece. The story follows a teenage boy and his dad, and shows how a simple vinyl gift says the words they can’t quite find.
But the John Lewis Christmas advert isn’t just about the feels.
It’s about the strategy behind the feels.
Because emotion on its own doesn’t sell products, connection does and that connection happens through carefully planned touchpoints.
More than a Christmas advert, it’s a full-blown ecosystem
John Lewis doesn’t just make a lovely film, upload it, and hope for the best.
Behind every tear-jerking story is a carefully engineered, integrated marketing plan. Every channel, every product, every piece of content, all connected.
Here’s how they’ve done it this year:
TV & cinema: The hero film that sets the emotional tone.
Social media: Snippets, behind-the-scenes clips and shareable edits for TikTok, Instagram and YouTube.
Website & app: “Shop the ad” pages, exclusive early access for members and seamless product links (including the vinyl).
In-store experience: Vinyl displays, playlists, signage and QR codes tying the story back to the physical space.
Press & outdoor: Billboards, bus stops and print spreads, because repetition builds recall.
Loyalty & CRM: My John Lewis members got first access to the vinyl, a simple but powerful VIP moment.
Purpose: All profits from the vinyl support the Building Happier Futures programme for people who’ve grown up in care.
Partnerships: Collaborating with Rough Trade to add authenticity and nostalgia for music lovers.
That’s not a one-off advert, it’s a fully integrated brand experience.
What small businesses can take from this
You might not have a multi-million-pound ad budget (if you do, let’s chat 😏), but the principles are completely scalable.
1. Start with a story, not a product.
John Lewis isn’t really selling a vinyl. They’re selling the feeling of connection. So instead of “here’s what we do,” try “here’s why it matters.” Tell a story your audience recognises themselves in.
2. Map your touchpoints.
Think about where people meet your brand: social, email, shop window, website, newsletter.
Make sure the message feels consistent everywhere. It should look, sound and feel like the same story not a jumble of random posts.
3. Tie your story back to your offer.
The vinyl wasn’t just a prop, it was the gift at the heart of the story.
Whatever your version of the vinyl is )a service, a product, a promise) make sure it naturally links back to your message.
4. Add purpose if you can.
Even small gestures like donating £1 per sale or spotlighting a community project, give your campaign heart and memorability.
5. Plan your launch.
John Lewis doesn’t just drop an ad; they build anticipation.
Tease it. Hype it. Count it down. Even just a week of “coming soon” posts builds momentum.
6. Keep it human.
At the end of the day, all marketing is about people. The best campaigns (big or small) make people feel seen and that’s something every business can do.
Final thought
John Lewis might have Labrinth, Saatchi & Saatchi and a few million pounds in production value but the blueprint they follow is universal.
Tell a story worth sharing.
Spread it across every touchpoint.
Connect it back to your purpose.
And remember emotion opens the door, but integration makes the sale.
