Overview
- The campaign released on 4 November with a staggered rollout to loyalty members, YouTube and The Great British Bake Off final, landing 10 days earlier than last year.
- The story follows a teenage son using a 1990s Alison Limerick vinyl to reconnect with his father, reflecting a shift away from child- or mascot-led narratives.
- Labrinth provides a new rendition of Where Love Lives to accompany Limerick’s original, reinforcing the ad’s music-led focus on memory and connection.
- A £14.99 limited-edition seven-inch featuring the original on side A and Labrinth’s rework on side B is available, with all profits supporting Building Happier Futures.
- Merchandise tied to the spot, including the featured record player along with clothing and footwear, is on sale through John Lewis.