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John Lewis has launched his Christmas ad, with this year’s campaign inspired by the kindness of the British public during the coronavirus pandemic.
The retailer says it considered dropping its traditional holiday TV ad over concerns that it might not be appropriate, but charity partners persuaded them to go ahead.
This year, the video switches between live action and different styles of animation, with nine vignettes by eight different artists intended to celebrate the “creative industries that have been particularly hard hit this year.”
It is the first year a song has been specially commissioned, with British soul singer Celeste writing and performing the soundtrack to A Little Love in line with the campaign slogan.
John Lewis wanted to “deviate slightly” from the style of the earlier advertisements in light of the COVID-19 outbreak, said client director Claire Pointon.
The ad shows people delivering food to an elderly couple and a man spreading a Christmas cookie to his lonely neighbor’s house so they can maintain social distancing.
John Lewis aims to raise £ 4 million for the two charities he supports with this year’s announcement, FareShare, the food poverty charity footballer Marcus rashford has worked with – and Home-Start, which works with parents who need support.
John Lewis suffered a difficult year during the pandemic, closing eight stores
The retailer has promised to match all customer donations up to £ 2 million.
Customers will also be able to purchase merchandise related to the campaign, which will see that 100% of the proceeds go to charities.
Pippa Wicks, CEO of John Lewis, said: “We recently set our ambition for our business to be a force for good, so we decided this year was the year to break the mold and do something different.
“We have a long tradition of helping support the communities we serve, so as we launch one of our most beloved assets, our Christmas announcement, it is appropriate to take another step forward by working hand in hand with two charities. amazing people who support families in need. “
The announcement comes at the end of a difficult year for the John Lewis Partnership, which has eliminate around 2,800 jobs Since the start of the pandemic, it has closed eight stores and reduced its central office functions.
In September, the group also told staff that they would not receive a bonus for the first time since 1953 after reporting a pre-tax loss of £ 635 million for the six months through July, following a £ 470 million cut at their stores.
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