Have you heard of difficult second album syndrome? It’s the concept that when you have a stand out creative success, it is almost impossible to follow it up with another banger.

So hardwired is cynicism into the narrative of creativity that we have an idiom to describe the irrational belief that success must automatically be followed by a fall.

It is a narrative that Saatchi & Saatchi, the creators of this year’s brilliant John Lewis festive advertising campaign, have seemingly never heard of. The campaign continues to defy the cynical view that success must be finite, particularly if you are creating the most anticipated advert of the UK’s annual festive advertising splurge.

This year’s spot features the strapline: ‘If you can’t find the perfect words, you can still find the perfect gift.’ Set to Alison Limerick’s iconic 90s dance track ‘Where Love Lives’, the campaign perfectly captures the brutal speed in which children grow up. 

At the heart of the campaign is a beautiful two minute film directed by Jonathan Alric of The Blaze. Set on Christmas Day in a family household, the film shows a son in his own world with his headphones on. It then shifts to the Dad, who is by the tree on his hands and knees, clearing up discarded wrapping paper. (In itself a killer insight: Is it even Christmas if your dad is not hovering close by with a bin bag to clear up the wrapping paper before it even hits the floor?)

Amongst the wrapping paper, he discovers an unopened present marked ‘Dad’ with a smiley face. Inside is a vinyl record of Where Love Lives by Alison Limerick. He heads straight to his record player and plays the record. 

As the iconic opening bars of the 90s classic fill the room, he closes his eyes and the power of the music evokes a core memory, transporting him back to the 1990s he remembers and loves.   

Viewers are then taken on the Dad’s journey as he loses himself in the music. Suddenly, he’s in a 90s club, dancing with his friends. Through the strobe lights, he spots his teenage son across the crowd. Calling out to him, the son begins to fade beneath the flashing lights as the music swells to a crescendo. 

In the flashes of the strobe lights, the Dad calls for his son, who, not as a teen, but as a toddler, takes his first steps towards him. Another flash, and the Dad holds his newborn son bundled tightly in his arms. The team behind the campaign aimed to ensure that the  music ‘becomes a bridge between memory and love, between then and now.’ 

The scene shifts back to the present day, as Labrinth’s newly reimagined version of the track echoes softly. The Dad is in the living room when his son comes down the stairs and catches him enjoying his gift. The son looks on, slightly embarrassed, until his Dad pulls him an embrace. They share a quiet, unspoken moment. A wordless ‘thank you’ which the campaign team has designed to convey the message of reconnection. That while the father and son might not be as close as they used to, they still love each other. 

Franki Goodwin, Chief Creative Officer at Saatchi & Saatchi, explained: “Music is always the beating heart of the John Lewis campaign at Christmas but this year it’s the gift itself. The campaign poignantly explores the power of a gift to communicate something we might not be able to put into words. A banger on many levels in many channels, I hope it inspires lots of thoughtful, expressive gifting and some family trawls through old playlists on Christmas Day too!”

Rosie Hanley, Director of Brand for John Lewis, added: “This year’s John Lewis Christmas campaign is a celebration of connection, memory, and the unspoken emotions that make the season truly magical. At John Lewis, we understand the power of a thoughtful gift, and we hope the ad will inspire our customers to find the gift that articulates their feelings, allowing the present itself to speak volumes where words may sometimes fall short.”

The spot launches in the midst of a growing global cultural movement to highlight the importance of strong male emotional role models to young boys. A truth which underlines that while this advert plays on nostalgia, it also maintains cultural currency.  

Alongside the film, social created by Saatchi & Saatchi pulls back the curtain with bespoke behind-the-scenes snippets from the making of the campaign. Bespoke executions for out of home, print, digital and radio also launch on 4th November, and feature hero gifting products from partners including Oura, De’Longhi, Dyson and Shark.

Additionally, Rough Trade at John Lewis will exclusively stock a vinyl record of ‘Where Love Lives’. Side A of the vinyl treats music fans to Alison’s iconic original version, while Side B presents globally acclaimed artist and producer Labrinth’s beautiful, newly reimagined version also featured in the film.

The campaign underlines that far from buckling under the weight of the expectation that accompanies creating the highlight of the festive advertising season, for John Lewis the best of Christmas advertising is always yet to come.