Give a little love this Christmas because together we can make a difference!
Global (13 November 2020) – This year’s John Lewis Christmas advert is a little bit different, and the unique approach celebrates the creative industry – which has been hard hit by the pandemic!
The John Lewis & Partners Christmas advert is one of the most anticipated holiday videos around the globe and has been around since 2007. It has since become something of an annual tradition, and one of the signals that the countdown to Christmas has begun.
You can watch the last decades adverts by clicking here.
Usually, the short stories move viewers to tears, but this year’s advert is a little different.
The theme of this year’s advertisement, “Give a little love”, was inspired by the kindness shown by the British public during the pandemic. Created in partnership with Waitrose, the campaign marks the first time that the two retailers have launched a joint Christmas advert with a philanthropic purpose.
“The scenes are connected to create a long chain of giving, as each film passes the campaign’s heart emblem on to the next part of the film,” explains a statement released by John Lewis and Partners.
“The storyline illustrates how acts of kindness, large and small, can multiply and positively impact the world in which we live as we pass them on to others. The different ‘moments’ of kindness captured in the film are designed to appeal to different audiences, from children upwards.”
The Independent reported that what makes this year’s advert particularly unique is the way it celebrates different forms of moving art, featuring animation, claymation, CGI and cinematography, where usually just one of these would comprise the advert. There are nine vignettes in total created by eight different artists, including Chris Hopewell, who has made music videos for Radiohead, and French animator Sylvain Chomet.
“The unique approach was chosen in a spirit of kindness towards the creative industry, which has been hard hit by the pandemic,” John Lewis & Partners explain. “Instead of a single production team, multiple artists were selected, giving employment to many people across the creative industry.”
Together with Waitrose & Partners, John Lewis is hoping to raise over R100 million for charity.
“We believe that the world would be a better place if we all gave a little more love. So this year we’re celebrating kindness, whether large or small, showing how each and every act of love has a positive impact on the world around us, as we pass them on to others.”
One small act of kindness sparks a heartfelt chain reaction – showing how powerful giving a little love can really be. Meet a host of lovable characters, including Mr Pidge and Spikes the Hedgehog as they discover the true spirit of Christmas.
Watch the advert below: