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John Lewis’s Christmas ad is often the highlight of the holiday season, but this year there have been mixed reactions with some saying it’s the message we need now, while others were disappointed.
John Lewis and Waitrose’s long-awaited joint Christmas ad came out at 7am this morning and within minutes had racked up thousands of YouTube views.
The two-minute ad is a celebration of different forms of art in motion, from animation and clay animation to CGI and cinematography.
It begins with a young boy whose football is stuck in a tree and progresses through a series of acts of kindness, moving from live action to various styles of animation.
It is made up of nine different vignettes created by eight different artists who are leading experts in their particular art.
The scenes are connected to create a long chain of donations, as each film passes the campaign heart emblem to the next part of the film. The story illustrates how acts of kindness, big and small, can multiply and have a positive impact on the world we live in as we pass them on to others.
The unique approach was chosen in a spirit of kindness towards the creative industry, which has been hit hard by the pandemic.
Many people took to Twitter to give their feedback and some said it was a perfect sentiment that summed up the year, while others were not impressed.
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Twitter user Jennifer Bracegirdle wrote: “Yes, I set an early warning for John Lewis’ announcement. This is a message we need right now, things are tough, people are tired, anxious and depressed, so please # GiveALittleLove “.
Sarah Tudor agreed to tweet: “It may not be the multi-million pound blockbuster we would normally expect, but this year’s John Lewis ad reflects the current climate.”
@ mattharding007 posted: “They’ve done it again … lovely ad from John Lewis. Great cause too.”
Louise Archer tweeted: “Christmas may officially start kids … moms crying at @johnlewis ad … seasonal greetings everyone! Let’s share the love and be kind.”
Ryan Martin wrote: “Once again, I did not cry while having my morning coffee at the message of John Lewis’s new Christmas ad. What a beautiful feeling. Thinking of family and friends now.”
Rosie G posted: “What a relief John Lewis ad is not a crown! #GiveALittleLove.”
And @ ItsThatPaula said, “John Lewis’s Christmas ad is the message we all need to hear this year.”
However, many people expected more from this year’s John Lewis Christmas ad.
@TheSplintercat tweeted: “Is this year’s John Lewis ad a bit disappointing?”
@samanthahixson_ wrote: “With everything that has happened this year, John Lewis has given the worst announcement of all time, health 2020.”
@Kayyhatesyou posted: “You know it’s been a difficult year when I have the best Christmas ad. Thanks for nothing, John Lewis.”
@sheepchase agreed by writing, “Okay, I’ve seen the #johnlewis Christmas ad. Probably my general mood at the moment, but it didn’t make me feel like Christmas. I did like the different styles of animation though.”
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@ BethEtheridge24 tweeted: “FYI – John Lewis’ Christmas ad was released at 7am this morning, I just watched it, it was very ‘meh’, it was not emotional and I didn’t cry (and cry about everything).
@ImCalledAmyyy agreed: “I’m sorry, but I’m a little disappointed with this year’s John Lewis ad, as McDonalds made me cry.”
Tim Cabrelli wrote: “Watching the new John Lewis ad … I didn’t feel anything. I didn’t feel any connection to him, the narration was very smooth, connecting with heart-shaped haircuts and fixing glasses on a bus, just weird. “
And @ Hollyparr1986 tweeted: “Something strange is happening. This is the first time I have not liked John Lewis’ Christmas ad. It is terrible.”
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