The much awaited John Lewis and Waitrose Christmas advert for 2020 is finally here.
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.
Since the pandemic started FareShare has had to double the amount of food it distributes to meet the rising demand, and over one third of Home-Start centres have seen an increase in demand for its services.
The story of ‘Give A Little Love’ was created by advertising agency adam&eveDDB. A two-minute ad is designed to inspire the nation to give a little love to those around them, while a complimentary 30 second ad carries a direct call to support the two charities.
Customers will be encouraged to give a little love in five different ways; making a charity donation, buying campaign products with 100% of profit donated to the charities, using their loyalty card to increase the Partnership’s donation, giving a little love to someone they know who needs it and helping in their local community.
Customer donations up to the value of £2m will be match funded by a donation from the John Lewis Partnership. A further fund of over £1m has also been created to ensure all of the retailers’ shops will be actively partnering with FareShare and Home-Start and a range of local family charities in the communities they serve.
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.
The 30 second complementary advert was created by four post-graduate students from Kingston University who were chosen for their distinctive styles, which are joyful, yet humble. Both adverts were directed by acclaimed British director Oscar Hudson.