Finally, the brand's 2020 advert is here, and it's all about spreading love and happiness this Christmas.
The two minute advert is a celebration of different forms of moving art - from animation and claymation to CGI and cinematography. It is made up of nine different vignettes created by eight different artists who are leading experts in their particular art, including Chris Hopewell, who has created music videos for Radiohead and Franz Ferdinand, and French animator Sylvain Chomet.
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. 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 unique approach was chosen in a spirit of kindness towards the creative industry, which has been hard hit by the pandemic. Instead of a single production team, multiple artists were selected, giving employment to many people across the creative industry.
John Lewis & Partners said the ad was inspired by the kindness shown by the British public during the pandemic and it encourages viewers to give a little love to others. The campaign aims to make a lasting difference to some of those hit hardest during 2020.
Together John Lewis and Waitrose are aiming to raise £4m for two charities: FareShare, which helps those facing food poverty and Home-Start, which works with parents who need support. £1m will also be donated by shop Partners to charities who support families in their local communities. The charities will use these donations to provide food, comfort, emotional support and advice to at least 100,000 families in need
In another step away from its traditional approach, for the first time a new song was commissioned for the Christmas campaign. Written and recorded by British soul singer, Celeste, the song is also called ‘A Little Love’. Last year, she won a Brit Award and in January this year she was crowned BBC Music’s Sound of 2020. Every time the track is downloaded Celeste and her record label Polydor will make a 10p donation to the campaign.
Watch the advert here:
Last year, the brand brought us the story of Edgar, an adorable young dragon, who was so excited about Christmas that he couldn't control the flames from his mouth.
He burnt the village Christmas tree, dampening everyone's Christmas spirit, and finding himself unpopular within the community. But when his best friend Ava gave him a thoughtful gift just right for an excitable dragon, he realised how much she cared for him and our hearts were suitably warmed.
In 2018, Sir Elton John was the star of the advert, which charted his journey from a little boy sitting at a piano to a global superstar.
While in 2017, it was all about Moz the Monster, an unusual but adorable creature who struck up an unlikely friendship with the little boy whose bed he was living under.
Underpinned by lovely soundtracks and with merchandise available to buy, these John Lewis Christmas ads have become a key feature of British Christmastime.
This year's stripped-back number is by Celeste and it follows on from previous songs including:
2016 - Vaults 'One Day I'll Fly Away' (originally by Randy Crawford)
2017 - Elbow 'Golden Slumbers' (originally by The Beatles)
2018 - Elton John 'Your Song'
2019 - Bastille 'Can't Fight this Feeling' (originally by REO Speedwagon)
Read the full list since the start of the John Lewis ads here.
You can get excited for Christmas with us by browsing all of our content related to the holiday season, with everything from festive fashion tips to entertaining ideas.
Like this article? Sign up to our newsletter to get more articles like this delivered straight to your inbox.
In need of some positivity or not able to make it to the shops? Enjoy Good Housekeeping delivered directly to your door every month! Subscribe to Good Housekeeping magazine now.
You Might Also Like