John Lewis Christmas advert 2020: Retailer says this year’s campaign will be ‘like no other’

Sarah Young
·2-min read
Pick up a penguin: John Lewis’s emotional ‘story’ is part of a £7m festive store campaign (PA)
Pick up a penguin: John Lewis’s emotional ‘story’ is part of a £7m festive store campaign (PA)

John Lewis has teased fans about the contents of its highly-anticipated Christmas advert for 2020.

While many people’s plans for festive period remain uncertain due to local lockdowns, the release of the retailer’s campaign is one aspect of Christmas that can be relied on to spread some holiday cheer.

Ahead of this year’s launch, John Lewis has shared some details of this year’s advert, promising that it will be “like no other”.

According to the department store chain, the advert will coincide with a festive campaign aimed at raising £5m for struggling families.

John Lewis will kick start an appeal in November to raise the funds for two charities, FareShare, which aims to help solve food poverty, and Home-Start, which works with parents who need support.

“In a year like no other, the world has changed – so we will be delivering a Christmas campaign like no other,” said Pippa Wicks, executive director of John Lewis & Partners.

“During 2020 we’ve seen some inspiring and heartwarming acts of kindness throughout our country and our communities.

“Now we want to build on this spirit to create a legacy that extends well beyond Christmas.

“Together we can all make a big difference to the families who need our help most.”

John Lewis said the £5m total will help to support an estimated 100,000 families in need.

Customers will be encouraged to donate to the campaign and John Lewis has promised to match donations up to a maximum of £2m.

Meanwhile, purchases using the My JL and My Waitrose loyalty cards will also generate donations for the charities.

The advert, which is likely to be released in November, will be used to spread the message of the campaign and “reflect the world in which we are living”.

“We are so delighted to partner with Waitrose and John Lewis to provide support for the thousands of people in need across the UK in the run-up to Christmas and over the winter months,” said Lindsay Boswell, FareShare's chief executive.

“In what has been an incredibly tough year for so many, more people than ever are turning to local charities and community groups for support because they simply can't afford the food they need to feed their families and themselves.”

Last year, the John Lewis advert titled “Excitable Edgar”, was released on 14 November and followed a clumsy dragon struggling for the acceptance of a group of villagers.

It followed the 2018 advert which was inspired by Elton John and 2017’s “Moz the Monster”.

You can read The Independent’s ranking of every John Lewis Christmas advert here.

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