The John Lewis Christmas advert for 2020 is here at last. There were times when we didn't think we'd get to this point, but the festive season is now officially upon us – and, as ever, John Lewis is marking the occasion with a tear-jerker of a campaign.
As well as hoping to spread a little Christmas cheer, John Lewis and Waitrose have used their (joint) Christmas ad to encourage others to "give a little love" and kindness in what has otherwise been a difficult year for many.
Unsurprisingly, 2020's advert has been shaped by the ongoing coronavirus (COVID-19) pandemic and the support shown by the British public to everyone from their friends and family to their community and the key workers who have kept the country going.
Featuring a near-full house of moving Christmas ad tropes – cute animals, helpful snowmen, lonely neighbours – the two-minute ad is made up of nine different vignettes created by eight artists in a celebration of the many different forms of moving art.
And rather than a breathy, twinkling cover, John Lewis and Waitrose have commissioned a brand new song for the advert. This year's track, 'A Little Love', was written and recorded by BBC Music's Sound of 2020, Celeste.
The ad, which makes a point in sharing its launch with National Kindness Day, is also hoping to make a lasting difference to some of those hit hardest in 2020 by raising money for charities FareShare and Home-Start.
Both John Lewis and Waitrose are hoping to raise £4 million for the two charities, which help those facing food poverty and families who need support. The campaign will also donate £1 million to charities helping their local communities.
Sharing the motivation behind this year's Christmas ad, Executive Director of John Lewis Pippa Wicks said she hoped the "uplifting" campaign would "inspire everyone to give some kindness in their own way this Christmas".
In a statement, she added: "We have a long tradition of helping support the communities which we serve, so as we launch one of the best loved assets, our Christmas ad, it's fitting to take this one step further by working hand in hand with two incredible charities supporting families in need.
"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."
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