Sam Fender soundtracks John Lewis Christmas ad with Rolling Stones cover

Sam Fender has taken on the task of soundtracking the 2023 John Lewis Christmas advert with a fresh rendition of The Rolling Stones' iconic track "You Can’t Always Get What You Want." The cover was crafted in Tyneside and reflects Fender’s personal connection to the region, incorporating contributions from his former school choir and a local brass band.

The recording process was notably collaborative, with Fender working closely alongside band members Joe Atkinson and Dean Thompson to self-produce the track. Integral to the arrangement were the voices of the John Spence Community High School choir from North Shields—Fender’s alma mater—along with brass accompaniment from the Easington Colliery Band, a group rooted in the area's musical heritage.

This version of the 1969 Rolling Stones classic has attracted notable praise, including endorsement from Mick Jagger himself, who expressed admiration for Fender’s interpretation of the song. This is particularly significant given Fender’s previous role as a supporting act for The Rolling Stones during their 2022 headline performance at London’s BST Hyde Park.

The track serves as the soundtrack for the milestone 20th installment of the John Lewis Christmas advert, a series traditionally known for its emotional and creative impact during the holiday season. Alongside this release, Fender has also made available for the first time a physical edition of his 2020 cover of Lindisfarne’s "Winter Song," further rooting the campaign in regional musical influences.

In a philanthropic gesture, Fender and his label, Polydor Records, have committed to donating all net profits from UK sales of the CD and 7” single—available exclusively through Fender’s official online store—to the Teenage Cancer Trust. Meanwhile, John Lewis has pledged that profits from sales within their stores will be passed on to Action For Children, their longstanding charity partner focused on supporting vulnerable youth.

The timing of this release coincides with the announcement of Fender’s Proper Massive Stadium Tour '27. Tickets for the nine-date tour sold out within a day of going on sale last October 30, prompting the addition of extra shows in Cardiff, Edinburgh, and London. The tour is set to feature Fender's most ambitious headline performances to date, including two nights at London’s Wembley Stadium in June and another in September.

Fender’s involvement in the John Lewis campaign and his ongoing touring ambitions underscore his rising prominence in the UK music scene. The choice to cover a Rolling Stones classic for such a high-profile advert demonstrates both a respect for musical tradition and a willingness to reinterpret it through his own artistic lens.

This new chapter in Fender’s career also highlights the importance of community and charity, with local musical groups playing a key role in the recording and proceeds supporting causes focused on young people facing challenges.

Details beyond these elements remain limited at this time, but the combination of nostalgic reverence, regional pride, and charitable commitment positions Fender’s contribution to the John Lewis Christmas campaign as a noteworthy cultural moment for the 2023 festive season.