Watch: John Lewis’ highly anticipated Christmas advert
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John Lewis & Partners has launched two tear-jerking Christmas adverts for 2020.
The latest releases encourage viewers to “give a little love” this Yuletide, and it is a message that is needed more than ever before, due to the difficult year the coronavirus pandemic has brought.
Waitrose and John Lewis’ launched the longer and shorter clips – which are inspired by the kindness shown by the public during this year – on National Kindness Day,
This year, the adverts are intended to do more than just direct shoppers to John Lewis. The aim is to raise £4 million for two charities: FareShare and Home-Start.
FareShare helps those facing food poverty, while Home-Start is targeted at parents who need support during this difficult time.
£1 million will also be donated by the Partnership to charities who support families in their local communities, which will be used to provide food, comfort and support to 100,000 families.
Speaking about the campaign John Lewis’ executive director, Pippa Wicks, said: “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 were humbled by the kindness shown by the British public during the pandemic. We want this campaign to be uplifting and to inspire everyone to give some kindness in their own way this Christmas, especially to those who need it most.
“The pandemic has proved that it’s our small acts of love and kindness, particularly in challenging times, that captures what it is to be human; and when one small act of kindness multiplies it can have a lasting impact.”
To help raise funds for the charities, customers have five options: offer a charity donation, use their loyalty card to increase the Partnership’s donation, help someone they know, or their local community, or buy products from the campaign collection.
John Lewis has launched a 13-piece collection, which will see 100% of proceeds go towards FareShare and Home-Smart.
The capsule includes slogan T-shirts, canvas bags and mugs, as well as the heart-shaped umbrella seen in the Christmas advert.