In this video I react to the John Lewis Christmas ad and why, for me, it’s genuinely powerful that the gift at the centre of the story is a vinyl record. John Lewis ads are always built around an emotive storyline, but this one nails it—especially with that “money shot” moment where the stylus hits the groove. You simply can’t imagine a CD, or someone pressing play on a streaming app, carrying the same weight on screen. Vinyl has presence, nostalgia, and a tactile impact that instantly signals “this matters.” I also talk about why music is so evocative—how it can transport us back in time in a way that’s almost like smell, and how it does remarkable things to our brains. There’s research suggesting the music you listen to between 13 and 17 leaves the strongest emotional imprint, and the ad plays right into that idea by connecting a dance anthem from youth to a father’s life stages and relationship with his son. For me, it’s a great reminder that vinyl isn’t just about sound quality; it’s the format that combines superb sound with a complete physical experience—making it, frankly, the most evocative way to share music as a gift.