Trending PR Campaigns
Sam Fender covers the Stones for John Lewis Christmas advert
John Lewis’s 2026 Christmas advert features Sam Fender covering the Rolling Stones’ ‘You Can’t Always Get What You Want’, joined by the choir from his former school and Easington Colliery Band. The locally rooted collaboration gives the annual ad a musical story of its own, with Mick Jagger’s endorsement adding another headline-worthy detail.
Why it worked: It piggybacked on a fixed cultural news moment and added a double co-sign—Jagger’s approval and a hometown school choir—to create fresh angles.
The lesson: Consider hijacking a predictable calendar moment with a surprising endorsement plus a local, human collaborator to unlock multiple headlines.
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