The new John Lewis advert for 2025 centers on a father–son relationship and uses music to bridge unspoken emotions, culminating in the tagline “If you can’t find the words, find the gift.” It emphasizes nostalgia, connection, and the idea that gifts can convey what words cannot. Key takeaways about its meaning
- Nostalgia and memory: The father’s unwrapped vinyl of a 1990s club track triggers memories of his younger self, highlighting how objects tied to music and moments can reconnect us with family history. This aligns with John Lewis’ tradition of using emotive storytelling to evoke warmth and reflection during the holiday season.
- Family bond and communication: The advert focuses on the evolving relationship between father and son, showing how nonverbal moments and shared experiences can deepen understanding and closeness. The music acts as a conduit for expressing care when words feel difficult.
- Finding the gift, not just the words: The central message is that meaningful gifts can express emotion more effectively than spoken language, especially in moments of vulnerability or silence. The campaign encourages viewers to consider tangible gestures or experiences that communicate love and appreciation.
- Contemporary resonance: By referencing themes like male loneliness and intergenerational connection, the ad taps into broader conversations about emotional openness and family dynamics, using a familiar cultural touchstone (a 90s dance track) to make the message relatable.
If you’d like, I can break down specific scenes and their symbolic meanings, compare this year’s approach to previous John Lewis Christmas ads, or help you find discussion and reactions from audiences to understand how the message is being received.
