9 months ago
John Lewis Christmas advert sparks debate over 'crisis in boyhood' and rave nostalgia
John Lewis, a popular store in the UK, released its yearly Christmas advertisement.
This year, it's about a dad who gets a surprise gift from his son: an old music record.
The gift takes the dad back to his younger days at a wild music party called a rave.
Then, he sees memories of his son as a baby and toddler.
The ad's message is that if you don't know what to say, give a gift.
Some people think it's a touching way to show how hard it can be for boys to talk about their feelings.
Others find it strange and a bit sad for Christmas, especially because the music reminds them of parties where people might have taken drugs.
They feel it's not a happy or festive message for everyone.
It also makes people wonder if it feels too old-fashioned for younger generations.
John Lewis's latest Christmas advert has become a talking point, focusing on a father-son relationship and 1990s rave nostalgia.
The ad uses the gift of a vinyl record to evoke memories for the father, transitioning from a rave scene to seeing his son as a child.
Its tagline, 'If you can’t find the words, find the gift', links to discussions about the 'crisis in boyhood' and communication challenges.
Critics find the advert's themes of rave culture and potential drug associations inappropriate and unsettling for a Christmas message.
The ad also touches on themes of traditional shopping and family connection, prompting debate on its relevance for modern audiences.
- Who
- John Lewis and the public in the UK
- What
- Launched its annual Christmas advert, sparking debate about its themes and emotional impact.
- Where
- The advert is set in a middle-class home, with themes resonating across the UK.
- When
- The launch of the advert, an established part of the UK's festive calendar.
- Why
- The advert aims to create a warm feeling towards the brand and connect with themes of family and gift-giving, but its specific content has led to differing interpretations regarding its emotional resonance and suitability for Christmas.
Touching and Reflective of Boyhood Crisis
Weird, Disturbing, and Un-Christmassy
Ad's Emotional Impact
Touching and Reflective of Boyhood Crisis
The ad is a shameless tearjerker that taps into the national conversation about the crisis in boyhood.
Weird, Disturbing, and Un-Christmassy
The ad is weirdly disturbing, as the rave nostalgia and idea of a father seeing his son in the darkness is not touching family fare.
Nostalgia and Drug Associations
Touching and Reflective of Boyhood Crisis
The gift of a vinyl record signifies a child's realization of their parent's individual life and tastes, a profound moment.
Weird, Disturbing, and Un-Christmassy
The song choice evokes memories of drug use ('wasted on E') and difficult comedowns, which is un-Christmassy and makes the father 'gurning'.
Themes and Setting
Touching and Reflective of Boyhood Crisis
The ad celebrates obsolescent traditions like buying physical gifts in brick-and-mortar shops.
Weird, Disturbing, and Un-Christmassy
The 'masculinity crisis' is not a festive theme, and the rave setting with potential drug connotations is deeply un-Christmassy.
Key facts
- Advertiser
- John Lewis
- Advert Theme
- Christmas advert focusing on father-son relationship and gift-giving
- Featured Song
- Alison Limerick - 'Where Love Lives' (1990)
- Key Tagline
- If you can’t find the words, find the gift
- Debated Themes
- Crisis in boyhood, rave nostalgia, family relationships, consumerism
Quotes
Simon Mills
commentator in The Times
“And the whole ad is weirdly disturbing.”
theweek.com
“When I went to acid house raves, the very last thing I’d have wanted to see, looming out of the darkness, is any kind of relation, from the present or the future.”
theweek.com
commentator
unnamed commentator recalling rave memories
“farmer trading a goat for a sack of stubble turnips”
theweek.com
“absolutely wasted on E”
theweek.com
Stuart Heritage
commentator in The Guardian
“I suppose the boy’s gift is a sign that he realises that his dad is a person, who has had a life of his own and has tastes equivalent to his.”
theweek.com
“a profound moment for a child.”
theweek.com
Ed Davies
commentator in the FT
“Over the past 18 years, the launch of the John Lewis Christmas advert has established itself as a key point in the UK’s festive calendar.”
theweek.com
Jan Moir
commentator in the Daily Mail
“The masculinity crisis is not a very festive theme.”
theweek.com
