THE John Lewis Christmas advert is out – and not everyone is loving it.
Far from spreading festive cheer, some viewers say the tear-jerker is “dark” and “bordering on depressing”.
The two-minute long advert was released today and shows an apparently strained relationship between a father and his teenage son.
It’s set on Christmas morning and shows the teenager remaining quiet with his headphones on.
The dad then finds a present addressed to him while packing away the wrapping paper.
The son shyly watches from the stairs as his dad opens the gift, which is a vinyl record of the Alison Limerick dance hit Where Love Lives.
It immediately transports him back to his clubbing days and he’s seen grooving away on the dancefloor, until he spots his son across the room.
In an emotional moment, he begins reliving his child‘s early years, from holding him as a baby to teaching him to walk.
Back in their living room, the father and son share an emotional hug that has clearly been a long time coming.
The tagline reads: “If you can’t find the words, find the gift.”
John Lewis bosses say the inspiration for the ad is finding a thoughtful gift at Christmas, when you want to show someone you love them but it’s hard to express.
But some viewers slammed it as “the worst John Lewis Christmas advert in a long time”.
One person wrote: “Its underlying message of father son communication is great, but it’s portrayed in such a dark way, you don’t know what’s happening, it’s very vague, and not very festive at all, bordering on depressing even!”
Another said: “Dismal effort. I get the message, wrong time. Where’s the excitement, fun and laughter of Christmas?”
A third person added: “Don’t find this Christmassy or uplifting poss one of the worst!! Depressing!”
Meanwhile journalist Harry Wallop drew comparisons between the advert and the hit show Adolescence.
The Netflix show features a broken relationship between a father and his teenage son (who goes on to commit a horrific crime).
Some viewers said they enjoyed the advert’s message, though.
“This one got me. I absolutely love it. Any parent of a teen would resonate. best Christmas ad in years,” one person said.
Another wrote: “It’s just showing how teenage boys and dads can lose that connection. Being helped to remember through musical memory that their love still exists is a nice thing. Christmas is about feeling love for your family.”
Others also said they appreciated an advert that showed how some people can express love without words.
“As a parent of an autistic child this advert is simply beautiful,” one person said.
John Lewis is known for producing tear-jerker adverts – especially ones set to acoustic cover tracks.
This year the retailer has said shoppers will be able to buy a special exclusive vinyl release of the original Alison Limerick track and the new one from Labrinth in stores.
The vinyl records will cost £14.99.
As part of the ad launch, John Lewis also is rolling out Rough Trade concessions to all its 34 UK stores.
It will have Listening Lounges in seven shops, where customers can sit on a sofa and listen to a selection of new tracks and old favourites which have featured in John Lewis ads.
Plus, it’s opening a VIP lounge at its Oxford Street store with free drinks and massages for My John Lewis card customers.
Bosses said they’ve already had 2,000 bookings and hope if the trial is a success they will open more lounges in other stores.
John Lewis ads through the years
2007 Shadows
The original. The shadow of a handful of festive gifts.
2008 From Me to You
Shots of people and presents, along with a dog and a baby. Dull.
2009 Sweet Child of Mine
About gifts that would usually be loved by adults. The message was about feeling childhood joy.
2010 Tribute To Givers
The year the John Lewis festive ad became a big deal. Ellie Goulding singing Elton John’s Your Song and characters going to huge lengths to hide gifts
2011 The Long Wait
Often considered the best. It turns out the boy wishing his advent away is doing it so he can give his parents a gift – rather than open his pressies as we all expect.
2012 The Journey
A snowman making a perilous journey to buy a hat and gloves for his snowwoman companion.
2013 Hare and Bear
The story is about a hare who is upset because his best friend the bear has never seen Christmas – because he always hibernates. So he gives him an alarm clock.
2014 Monty
Follows Sam and Monty over a year of friendship. After realising his penguin is sad and longing for a companion, Sam surprises him with Mabel on Christmas morning. A story of love.
2015 Man on The Moon
Featured young girl Lily and an old man who appears to be living on the moon. It was a tearjerker that highlighted loneliness among old people at Christmas.
2016 Buster the Dog
Not a tear jerker but the story made us smile with its story of a trampoline-loving dog called Buster.
2017 Moz the Monster
Cuddly blue monster who befriended a young boy called Joe – cute ad
2018 The Boy And The Piano
It starred Elton John and took viewers through key moments of his life. Iconic and my favourite.
2019 Excitable Edgar
The heart-warming tale of a dragon who uncontrollably breathed fire every time he got excited.
2020 Give A Little Love
In a nod to the Covid pandemic the ad was inspired by random acts of kindness during lockdown.
2021 The Unexpected Guest
It was about a teenage boy called Nathan who met an alien called Skye who crash landed on earth.
2022 The Beginner
Sweet ad about a foster dad who went the extra mile to make a young girl feel welcome in his home at Christmas.
2023 An Unusual Friendship
A little boy’s quest for the perfect Christmas tree where he befriended a venus flytrap named Snapper.
2024 The Gifting Hour
Followed a sister’s last minute dash to find a gift for her sister and was shot inside a John Lewis shop for the first time.
