Sam Fender Backs New John Lewis Xmas Advert With Iconic Song

The yearly tradition continues. 

It’s time. As Halloween bids farewell, all eyes turn to the festive season. Christmas adverts have become a huge part of those celebrations, as viewers look out for the big brands and the stories they will tell. 

While Aldi is yet to debut its own campaign, the iconic run of John Lewis Xmas ads continues. Starring Dame Kristin Scott Thomas as Gloria and Paul Whitehouse as the voice of Pickles the dog, it seems the department store has struck gold again. But who has lent their vocals to the latest short film? 

Sam Fender Ends His Year On A High

2026 has been a massive year for North Shields’ own Sam Fender. After winning multiple BRITS, being named songwriter of the year at the Ivor Novello Awards and dominating the charts with ‘Rein Me In’ alongside Olivia Dean, Fender has added yet another accolade to his CV. 

Fender was chosen to provide the vocals for the festive film, singing The Rolling Stones’ ‘You Can't Always Get What You Want.’ Fender is no stranger to the band and has even shared a stage with them before. Evidently, Fender was the right pick for the role, and tradies will be particularly interested in the singer-songwriter's own history with the trade. 

Fender’s Tribute To The Industry

What many might not know is that Sam Fender is the son of an electrician, who gave up the trade and became a music teacher. Fender’s working-class background is a massive part of his sound, and many of his songs are influenced by the tradies around him. 

With themes such as post-industrial decline, the hard work of manual labour and the realities of the industry, especially during austerity, Fender’s music has been the backing track to many sites over the years. Now, the Geordie will be played in homes up and down the country as Christmas draws closer.