The John Lewis Christmas advert, which launches today, is focused on a father-son relationship and carries the message that sometimes a present can say what words cannot.

The ad, created by Saatch & Saatchi, uses the tagline ‘If you can’t find the words, find the gift’, and encourages people “to say what they truly feel through the timeless power of thoughtful gifting” over the festive period.

To the soundtrack of ‘90s dance star Alison Limerick’s ‘Where Love Lives’, in a new version by Labrinth, the retailer said it aims to inspire customers “to find a thoughtful gift that means more, an unspoken ‘I couldn’t have got through this year without you’ or a quiet ‘I’m here for you’.”

John Lewis brand director Rosie Hanley said: â€œThis 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 ad will run across TV, digital and cinema, backed by in-store experiences.

A vinyl record of the song will be stocked in-store by music specialist partner Rough Trade. Profits will go to the John Lewis Partnership’s Building Happier Futures programme, which helps people who have grown up in care.

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