John Lewis Christmas Ad Takes a Heartfelt Turn Amid Pandemic
This year, John Lewis’ iconic Christmas advert is unlike any before. The retail giant even questioned whether to run it at all, given the grim year dominated by the coronavirus crisis. But they decided to press on, shining a spotlight on kindness during tough times with their new theme: “Give a Little Love.”
From Doubt to Charity Drive
John Lewis considered shelving the annual campaign but was persuaded by partners to move forward. The campaign aims to raise a whopping £4 million for two charities: FareShare, tackling food poverty, and Home-Start, supporting struggling parents.
The company will match every customer donation up to £2 million, doubling the impact.
“Each year festive adverts come and go – some more memorable than others. But our advertising this year will leave a lasting legacy,” said James Bailey, executive director of John Lewis’ supermarket arm. “FareShare and Home-Start showed us the huge difference this campaign could make financially and in raising awareness.”
Creative Twist and Tough Times for John Lewis
The advert features nine vignettes by eight different artists, celebrating creative industries hit hard in 2020. It kicks off with a boy’s football stuck in a tree and flows through acts of kindness, seamlessly switching between live-action and animation.
2020 hasn’t been easy for John Lewis. The partnership has lost around 2,800 jobs, shut eight stores, and cut head office staff. In September, they shocked staff by scrapping bonuses for the first time since 1953 after posting a £635 million pre-tax loss.
Music and Merch to Boost the Cause
British soul star Celeste penned and recorded the original track “A Little Love” for the ad. Ten pence from every download goes straight to charity.
Fans can also snap up John Lewis merchandise tied to the campaign, with 100% of profits donated.
John Lewis executive director Pippa Wicks said: “We want to be a force for good. This year, we’re breaking the mould to support our communities and two incredible charities helping families in need.”
