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Make feelings bigger

Liwa Content.Driven's Adham Abdullah reminds the region's industry to make ads with feeling.

Make feelings

After watching John Lewis & Partners Christmas ad for 2025, ‘Where Love Lives’, I felt emotional.

I remembered my father and how our relationship has always been. I remembered the first watch I bought him with my first salary; it cost me half of it back in 2011. I never said “I love you, Dad,” but he knew, with or without the watch. ‘Where Love Lives’ made me nostalgic and jealous, and in a minute I’ll tell you why.

When you watch the ad, you feel it. You really feel it. It makes you think of your loved ones and the gift you want to give to make them happy and show your love, all without seeing the br


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