Welcome to another month of tda’s favourite campaign picks from the marketing industry! This month we are looking at John Lewis, Chat GPT & Google Pixel.
1. “Where Love Lives” by John Lewis
John Lewis has delivered another emotional gut-punch with this year’s Christmas ad, “Where Love Lives.” The spot leans into what they do best — heartfelt storytelling powered by a perfectly chosen soundtrack. A thoughtful gift (a vinyl) becomes the bridge between a father and his distant teenage son, transporting Dad back to his ‘90s dance-floor days and reminding them both of a love that hasn’t gone anywhere. It’s classic John Lewis: nostalgia, music, and big feelings — all wrapped up in a beautifully cinematic package.
What we love most is how the campaign extends beyond the film. The vinyl itself becomes a hero product, with profits supporting the retailer’s Building Happier Futures programme, proving emotional storytelling can drive meaningful action too. Paired with a Labrinth re-imagination of Alison Limerick’s iconic track and a strategy that blends retail, culture, and charity.
2. Chat GPTs first brand campaign
Let’s be honest, most of us have used AI at least once by this point and some of us talk to it daily! OpenAI’s first major brand campaign takes a refreshing approach to AI storytelling by putting humans firmly at the centre. Shot entirely on 35mm film, the work follows real people using ChatGPT in quiet, everyday moments: cooking a better meal, planning a trip, finally nailing those pull-ups. It’s understated, warm and grounded in relatable wins, showing that AI is not a spectacle, but a genuinely useful tool that slips seamlessly into daily life.
We love that the scripts are drawn from real prompts, reinforcing that this technology is already shaping how people live and learn. In a year where AI advertising often leans futuristic or fear-based OR just looks silly sometimes too, OpenAI’s campaign stands out for its humanity. It’s a thoughtful reminder that the future of tech isn’t about replacing people, it’s about supporting them. Do you agree?
3. Google Pixel recreates Love Actually moments with original cast
Google Pixel is diving head-first into festive nostalgia with “It’s Pixel, actually” — a playful reimagining of iconic Love Actually moments, starring original cast favourites Thomas Brodie-Sangster and Martine McCutcheon. The social-first campaign is crafted to show off the Pixel 10’s cinematic Pro Res Zoom, proving that anyone can capture film-worthy festive magic.
From that famous bench scene to school-concert chaos, the work balances humour, heart and a clever cultural wink — giving a modern device a beloved seasonal backdrop. It’s charming, smart and built to be shared… actually.
