This Morning fans were left baffled after the star of the new John Lewis Christmas advert appeared on ITV screens on Tuesday morning to discuss filming the short.
Jack Aldridge appeared on the This Morning sofa on Tuesday to discuss his involvement in the ad, which is a nostalgia trip back to the 90s.
The ad, which features Alison Limerick’s 1990 dance tune Where Love Lives, sees a dad transported back to a sweaty, overcrowded nightclub after being gifted a vinyl of the track by his teenage son.
The ad soon cuts from the dad dancing in the club to flashbacks of his son as a toddler and a baby.
Then, as a modern version of the track echoes softly in the background, the scene shifts back to the present day, where the embarrassed teen is pulled into an embrace by his emotional dad.
As well as playing the ad for viewers to watch at home, Jack joined Cat Deeley and Ben Shephard to talk about filming and the behind-the-scenes.
The star of the hotly-anticipated John Lewis 2025 Christmas advert, Jack Aldridge, has opened up about his mum’s extreme reaction to its ‘deeply personal message’ after he kept his involvement a secret
The young actor explained that like the young boy in the ad, he too has bonded with his father over music
But This Morning viewers took to X, formerly Twitter, to admit they were confused over the ad’s involvement in the show, saying they ‘don’t get why’ it had its own segment.
Others speculated that John Lewis had ‘paid’ for the ad to make a big appearance on the popular ITV daytime series.
One asked: ‘Have John Lewis bunged This Morning a bit of cash to discuss this ad? Don’t get why it’s on the show?’ as a second chimed in: ‘John Lewis having a new Christmas ad isn’t a segment…’
A third hit out: ‘This lad’s had more airtime in this segment than he actually has in the ad,’ as a fourth questioned: ‘Did John Lewis pay him for appearing? If so, he was lucky…’
A fifth wrote: ‘Can’t be bothered to google, but if this lad’s wearing John Lewis clothes in this interview then this is a paid-for segment…’
During the interview, advert star Jack opened up about his mum’s extreme reaction to its ‘deeply personal message’ after he kept his involvement a secret.
Then, as a modern version of the track echoes softly in the background, the scene shifts back to the present day, where the embarrassed teen is pulled into an embrace by his emotional dad.
Jack said: ‘My mum Toni didn’t even know – I woke up to a message from her saying “FaceTime me!” she was screaming down the phone crying. I felt like the story is all there, it’s an interesting dichotomy because it’s incredibly universal, everyone can connect to it, but it’s deeply personal.’
Fans of This Morning took to X with their questions over the ad appearance on the show
The young actor explained that, like the young boy in the ad, he too has bonded with his father over music.
He said: ‘I was raised on The Beatles by my dad, I’ve introduced him to Sam Fender since.
‘They didn’t tell me throughout the auditioning process what it was, I just knew it was for a retail brand.
‘I watched it last night for the first time, I had to arrange a Zoom meeting to watch it.
‘It’s hard to be objective about the things you’re in… I kept the blue jumper, that was my wrap gift.
‘I remember the John Lewis ads when I was growing up and talking about it the next day at school, comparing it to the previous ones.’
The revelation comes after the ad itself divided fans with its hotly-anticipated Christmas advert – a departure from the traditional tear-jerker – which uses a 90s club anthem to tell the story of a father-son bond.
Partially set in a nightclub, the ‘unexpected’ commercial has delighted old-school raver dads, with one viewer writing on X that the department store has ‘won’ this year’s battle of the festive ads.
The revelation comes after the ad itself divided fans with its hotly-anticipated Christmas advert – a departure from the traditional tear-jerker – which uses a 90s club anthem to tell the story of a father-son bond
For 2025, the ad features Alison Limerick’s 1990 dance tune Where Love Lives as a dad is transported back to a sweaty, overcrowded nightclub (pictured) after being gifted a vinyl of the track by his teenage son
Other fans noted how the retailer relied on a white family with both a mother and father to tell its story, at a time when so many ads feature a diverse cast.
But the commercial hasn’t been an instant roaring success like previous campaigns, with some complaining about the lack of ‘cute’ and ‘festive’ cheer.
‘I swear the John Lewis Christmas ads get worse every year, it’s barely Christmassy in anyway,’ one viewer wrote on X.
Another added: ‘Found it very boring and disappointing. Expected something more cute.’
In years gone by, the British brand has featured adorable characters such as Edgar the Dragon, Bouncing Buster, the Man on the Moon and Monty the Penguin, and included emotional tracks like One Day I’ll Fly Away and John Lennon’s Real Love.
The pair share a quiet moment before the man starts dancing again, forcing a laugh from the teenager. The commercial finishes with the message: ‘If you can’t find the words, find the gift.’
The pair share a quiet moment before the man starts dancing again, forcing a laugh from the teenager. The commercial (pictured) finishes with the message: ‘If you can’t find the words, find the gift’
But the new approach from John Lewis left some viewers unimpressed, with one person writing on X: ‘What a crock – again! These aren’t Christmas adverts anymore. Stupid soundtrack, pointless “message”. Urgh!’
‘Are John Lewis in competition for the worst Christmas advert? If so, they won,’ another critic wrote.
‘Such a disappointment John Lewis. The Christmas advert doesn’t feel like Christmas at all. It could be an advert about a birthday gift,’ a third added, while a fourth said: ‘I thought the son had died. It was a bit depressing really. Bring back the cute ads!’
However, while some called for sweeter ads from the retailer, others were glad of the representation, with several old school ravers delighted by the commercial.
‘Maybe it’s just the old 90s raver and DJ in me (yes, I had a life before being middle-aged) or I’m clearly bang on the demographic as a father with a teenager, but is this the best John Lewis ad ever?,’ said one impressed viewer.
‘I’m an old school raver with teenage kids….Love the advert,’ said a second, while a third added: ‘John Lewis, what you doing to me? That dad hug at the end though.’
Another individual admitted: ‘Bawling at the new John Lewis Christmas ad. Best one yet for me.’
This Morning airs weekdays from 10am on ITV1 and ITVX.
