John Lewis Christmas Ad Gets a Pandemic Makeover
John Lewis has shaken up its famous Christmas advert this year amid the coronavirus chaos. The retail giant admitted they almost scrapped their festive campaign, unsure if such cheer was right during a tough 2020.
‘Give a Little Love’ to Tackle Tough Times
Instead of the usual heartstring-tugging tale, this year’s ad celebrates kindness during the pandemic under the theme “Give a Little Love.” The campaign shines a spotlight on public goodwill and the creative spirit, featuring nine vignettes crafted by eight different artists.
The store hopes to raise a whopping £4 million for two charities: FareShare, which fights food poverty, and Home-Start, supporting parents in need. John Lewis has vowed to match customer donations up to £2 million.
Behind the Scenes: Tough Choices and Charity Boost
James Bailey, executive director of John Lewis’ supermarket arm Waitrose, 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 John Lewis. 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 financially and in raising awareness of the incredible work they do with families across the UK.”
The company highlighted how the campaign also supports the creative industries, which have been hit hard this year.
From Job Cuts to Charity Hits
John Lewis has had a rough 12 months. The John Lewis Partnership has slashed around 2,800 jobs, shut eight stores, and shrunk its head office workforce amid the pandemic. In September, staff were told they wouldn’t get bonuses for the first time since 1953 after a £635 million pre-tax loss.
The new ad launched on social media at 7am on Friday. It begins with a boy’s football stuck in a tree, then unfolds a chain of kind acts, moving from live-action into animated sequences.
Advertising agency adam&eveDDB crafted the two-minute spot and a companion ad urging support for the charities. British soul star Celeste penned and sang the original track, “A Little Love”, with 10p from each download going to the campaign.
John Lewis customers can also buy special merchandise with all profits going to charity.
Executive director Pippa Wicks summed it up:
“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 supporting the communities we serve, so it’s fitting to take this one step further by working hand in hand with two incredible charities supporting families in need.”
