John Lewis’ Christmas advert to ‘celebrate kindness’ throughout Covid pandemic

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John Lewis' famous Christmas advert will this year focus on the kind nature of Brits during the coronavirus pandemic, almost a year after the world went into lockdown.

Bosses at the high street giant also admitted that they considered axing the famous advert due to the pandemic but they were persuaded by charity bosses to plough on.

The John Lewis and Waitrose brand will unveil the 2020 advert on their social media channels at 7am.

Bosses hope that their advert will give support to families in need over the festive period, supported by the slogan "Give a little love".

The brand hopes to raise around £4million for charities FareShare, helping people dealing with food poverty and Home-Star who support parents.

John Lewis will also match customer donations up to £2million.

Customer Director, Claire Pointon said the brand will "deviate slightly" from their usual Christmas advert in light of the coronavirus pandemic.

This years advert will see a boy whose football has become stuck in trees and moves through a series of acts of kindness, switches from live-action to various styles of animation.

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Bosses also hope the nine different vignettes created by eight different artists also celebrate the "creative industries which have been hit particularly hard this year".

In another step away from its traditional approach, for the first time, the advert includes a specially commissioned song.

British soul singer Celeste wrote and recorded the track, titled A Little Love, with 10p from each download going to the charity campaign.

Customers will also be able to buy special merchandise relating to this year's advert, with 100 per cent of profits being donated to charity.

Waitrose's executive director, James Bailey said: "Each year festive adverts come and go – and some are remembered more vividly than others.

"But our advertising this year will leave a lasting legacy – and in that way, we hope it won't just be for Christmas.

"We did consider whether it was right to produce an ad this year at all.

"However, FareShare and Home-Start told us how much of a difference this campaign could make, both on a financial level and in raising awareness of the incredibly important work they do with families across the UK."

John Lewis executive director Pippa Wicks said: "We recently set out our ambition for our business to be a force for good – so we decided that this year was the year to break the mould and do something different.

"We have a long tradition of helping support the communities which we serve, so, as we launch one of the best-loved assets, our Christmas ad, it's fitting to take this one step further by working hand in hand with two incredible charities supporting families in need."

  • John Lewis
  • Christmas
  • Coronavirus

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