How to Build a Champion

Each year, British department store, John Lewis, welcomes winter with an ad. And you might say, “So what? Doesn’t every retailer with deep pockets do the same thing, to get people through their doors?” While you’d be correct, the creatives behind John Lewis’ latest seasonal ad didn’t only lace their content with obligatory festive cheer: set to a bouncing ’90s beat, courtesy of Alison Limerick and remixer David Morales, viewers saw the power of connection, of ‘Where Love Lives‘, between a father and his son. It’s cosy, and it’s comforting to see a heartening example of positive masculinity. If only there were more uplifting content like this, shared throughout the year. Can you imagine the positive cumulative effect that could have in our communities, and on society as a whole?

For those of you who haven’t seen the ad, yet: You can watch this effervescent mini-movie, below. Enjoy.