Sam Fender has enlisted some familiar North East collaborators – including pupils from his old school – to help provide the soundtrack to this year’s John Lewis Christmas advert.
The North Shields singer has recorded a new version of The Rolling Stones’ You Can’t Always Get What You Want for the retailer’s annual festive film, with a children’s choir from John Spence Community High School and musicians from Easington Colliery Band.
It’s a particularly memorable moment for the schoolchildren, who were apparently given just a day to rehearse and weren’t initially told what they were recording.
Their involvement - which makes them the first voices to be heard on the track and the advert - came about after a chance meeting during the summer holidays between Sam and Damien Grazzer, a member of staff who has worked at the school for more than 20 years.
Sam made an emotional appearance towards the end of the recording session, reportedly reflecting on his own time at the school.
The collaboration also extends his relationship with Easington Colliery Band who previously featured on Remember My Name, from his Mercury Prize-winning 2025 album People Watching, and joined him on stage during his stadium tour last year.
Speaking about the advert, Sam said: “It was a privilege to rework such an iconic song by such a legendary band. In the spirit of Christmas, we re-recorded the children’s choir with the kids from my old school, John Spence Community High School, and we arranged a brass section with the Easington Colliery Band.”
Sharing a polaroid from the recording session on Instagram, the Band said: “We’ve been dying to share this picture! What an incredible experience it was recording the new John Lewis advert with Sam Fender.
“A fantastic day working with some amazing people and being part of such a special project. We’re proud to have played a small part in bringing it to life.”
His version of the Stones classic accompanies Gloria and Pickles, the 20th John Lewis Christmas advert, which stars Dame Kristin Scott Thomas as a grandmother struggling to find meaningful presents for her grandchildren.
When she considers putting money in their Christmas cards instead, an old toy dog called Pickles springs to life and encourages her to think again.
Voiced by comedian Paul Whitehouse, Pickles accompanies Gloria on a last-minute shopping adventure which eventually inspires a rather more imaginative gift.
Meanwhile there has also been an endorsement from the music legend who originally sang the song.
Rolling Stones frontman Mick Jagger said: “I’m a fan of Sam’s work, so I was pleased to hear he was covering one of my songs. I think he’s done a great job with it.”
The new recording is being released on seven-inch vinyl and CD, backed by Sam’s 2020 cover of Lindisfarne’s Winter Song - the first time this track will have been available in a physical format.
Profits from the sale of the song wil be split between Action for Children and Teenage Cancer Trust.
The advert launched online today (November 3), with its television debut scheduled during Coronation Street on ITV and The Great British Bake Off on Channel 4 this evening.