The John Lewis Christmas advert 2020 is officially here. Named 'Give A Little Love', it features a chain reaction of heartwarming acts of kindness, inspired by the British public's response to the coronavirus pandemic this year. But that's not the only thing the new John Lewis Christmas advert champions; the eagerly anticipated Christmas advert also nods to the NHS, Captain Sir Tom Moore, and the BLM movement, all while supporting a wide range of creative teams who's jobs have been affected this year. It's a fitting response to this year's events.
The video was unveiled this morning, and celebrates small acts of kindness.
The video clip begins with a young boy whose football has become stuck in a tree.
A girl helps him retrieve it with her umbrella, sparking a chain reaction of further acts of kindness. Each scene switches between live action and various styles of animation – a deliberate move from John Lewis and Partners in order to employ and support a larger variety of artists and creative teams this year, who's jobs have been affected by the pandemic.
And, for the first time, the John Lewis ad is soundtracked by an original song written and performed by BRIT Award winner Celeste, a 26-year-old British-Jamaican singer, whose voice is accompanied by soft piano music.
The Christmas ad ends with the message 'Give A Little Love' written in the sky with smoke plumes from a plane resembling a World War II spitfire, in homage to Captain Sir Tom Moore. The former British Army Officer inspired lots of people with his act of kindness this year, as he raised £1.5million for NHS Charities by doing laps of his garden ahead of his 100th birthday in lockdown.
John Lewis' ad features several other nods to the coronavirus pandemic too, including the moment two neighbours pull an extra long cracker that stretches between their houses in a nod to social distancing.
While an off-duty nurse is also seen helping out a young girl after noticing her glasses are broken as they share the same bus journey home.
The John Lewis Christmas ad has become highly anticipated over the years, marking the start to the Christmas countdown. Memorable campaigns include the Hare and the Bear in 2013, Monty the Penguin in 2014, and last year’s Excitable Edgar the dinosaur. But 2020 has been a different year. So different, that John Lewis and Partners nearly abandoned the Christmas campaign altogether.
"We did consider whether it was right to produce an ad this year at all," admitted James Bailey, executive director of Waitrose.
The Christmas campaign aims to raise £4million for charities Home Start and Fare Share.
Ten pence from each download of A Little Love will go to the charity campaign.
While a further £11million is to be donated by branches of the stores to help local charities supporting families in need this Christmas.
The retailer said it hopes the campaign, which will run under the strapline "Give a little love", will encourage people to donate.
The clip has received very mixed reviews and reactions, with some people taking to Twitter and calling it the worst John Lewis Christmas advert of all time.
However, as one person pointed out, the ad has given employment to many people across the creative industry who's jobs have been so hugely affected by the pandemic. And when you take that into account, it makes it all the better to watch.
Love it or hate it I think this is the main thing#GiveALittleLove #johnlewischristmasadvert #WorldKindnessDay pic.twitter.com/OEAPIsQQJkNovember 13, 2020