John Lewis Partnership to run a standalone Christmas advert in 2025

Retailer John Lewis Partnership will move to a single, standalone Christmas advert for 2025, ending the multipart campaign approach the group used across its John Lewis and Waitrose brands in 2024, industry reports indicate. The change marks a shift from this year's episodic rollout, which unfolded in stages before culminating in a full-length spot.

The 2024 John Lewis campaign began with a window-themed tease and a subsequent vignette before the complete advert, titled The Gifting Hour, was released. Waitrose ran a multipart campaign this year that revolved around a light-hearted mystery about a red velvet bauble dessert. Those staggered releases generated prolonged attention and discussion in the run-up to the holidays. For 2025, reports say both brands will instead deliver a single advertisement rather than a series of linked films.

A John Lewis Partnership spokesperson declined to confirm creative details but sought to caution against speculation, saying, "We are lucky enough to enjoy lots of speculation around our ads, much of which is inaccurate, and our one rule is to never comment on any aspect, simply because we want to keep the magic alive at Christmas." The group did...