The excitement around the latest John Lewis Christmas advert spilled over onto ITV’s This Morning on Tuesday, leaving viewers both intrigued and perplexed.
The new ad, which leans into 90s nostalgia, stars Jack Aldridge, who appeared on the show to chat about his experience filming the campaign.
Fans at home tuned in to see Jack share behind-the-scenes insights about the commercial, which takes viewers on a journey through time using Alison Limerick’s 1990 dance hit Where Love Lives.
A Nostalgic Trip Back to the 90s
The advert opens with a teenage son gifting his dad a vinyl record of the classic track.
The father is suddenly transported back to a crowded, sweaty nightclub, complete with flashing lights and dancing revelers.
The scenes quickly shift to tender flashbacks of the son as a toddler and baby, creating an emotional contrast between past and present.
As the modern version of the song plays softly, the story returns to the present, where the dad shares an affectionate embrace with his embarrassed teenage son, highlighting the timeless bond between them.
This Morning Viewers Question the Segment
During his interview with Cat Deeley and Ben Shephard, Jack discussed the filming process and the personal impact of the ad.
But many viewers took to X (formerly Twitter) to voice confusion over why the commercial was featured as a full segment on the daytime show.
Some suggested John Lewis might have “paid” for airtime, while others noted that Jack appeared more on the sofa than he did in the ad itself.
Comments ranged from puzzled to critical, with one user asking: “Did John Lewis pay him for appearing? If so, he was lucky…”
A Personal Connection to the Story
Jack revealed that the ad’s emotional message hit close to home.
He admitted keeping his involvement a secret from his mother, who responded to seeing the ad with tears and a FaceTime call.
“My mum Toni didn’t even know,” Jack said.
“I woke up to a message from her screaming down the phone crying. The story is universal, but deeply personal.”
He also shared that, like the boy in the advert, he bonded with his father over music.
“I grew up on The Beatles thanks to my dad, and I’ve introduced him to Sam Fender since.
Watching the ad made me reflect on those memories.”
Mixed Reactions to the New Christmas Ad
The John Lewis commercial has divided audiences.
Some viewers loved the nostalgic 90s club setting and the emotional father-son connection, especially older “raver” dads who felt seen by the story.
Others criticized the ad for lacking traditional festive cheer, describing it as “boring” or “barely Christmassy.”
Previous John Lewis campaigns featured whimsical characters like Edgar the Dragon and Monty the Penguin, often paired with tear-jerking soundtracks.
This year’s departure into a more modern, music-driven narrative left some long-time fans disappointed.
A Tender Moment That Resonated
Despite the mixed reviews, many praised the quiet, heartfelt ending of the ad, where father and son share a hug and laughter.
“That dad hug at the end though,” one viewer wrote.
Others admitted they were moved to tears, calling it their favorite John Lewis ad yet.
John Lewis Keeps the Tradition Alive
Whether fans love it or not, the new campaign continues John Lewis’s tradition of crafting memorable, conversation-starting adverts each festive season.
This Morning airs weekdays from 10am on ITV1 and ITVX, offering viewers a chance to see the ad and hear Jack Aldridge’s behind-the-scenes reflections firsthand.