The John Lewis Christmas Advert Has Arrived So It’s Officially Christmas

Might as well buy your tree and start drinking at 9am, the festive period is here.

by grazia |

Updated on13th November 2020 at 11.42am

Every year, we wait excitedly to see how the nation’s favourite brands will interpret Christmas in their festive adverts. Over the years, many companies have impressed with their offerings, but there is no doubt who sits at the top of the tree: every year, John Lewis delivers as reliably as Santa himself. This year is no different, but there’s also a twist.

The 2020 advert is a Christmas advert with a difference because, much like the fabled puppy, wrapped in a bow, it is not just for Christmas. Rather, the John Lewis and Waitrose are using their status as the creator of the nation’s favourite annual advert to ask the nation to dig deep and find the kindness within.

That said, the ad is still an important component. Naturally, it’s adorable. We start with a glimpse of a young boy looking sadly up at his football, stuck in a tree. A little girl walks over and, using her heart-shaped umbrella (which, incidentally, will be available for purchase) frees the ball, and sets in motion a magical chain of kindness.

The little boy helps another. They help another. Throughout the two minutes of action, we see snowmen lending a stick-hand, pigeons lending a wing. Two neighbours pull a cracker across their gulf of a garden. It’s all very sweet, and made all the more whimsical thanks to the mixed materials used. There’s live action, Claymation, CGI and animation, with artists including Chris Hopewell and Sylvain Chomet among the contributors. Representatives tell Grazia that it was important to them to support as many artists as possible, now more than ever, as the industry had a particularly difficult 2020. It’s also the first time that the campaign has commissioned an original song. Despite rumours that Jess Glynne would provide vocals, BRIT-winning singer Celeste does the honours with a song she wrote over Zoom: A Little Love.

The campaign, Give A Little Love, has been timed to align with today’s National Kindness Day. Inspired by small and large acts of kindness witnessed during this year’s coronavirus pandemic, they are launching an initiative aiming to raise £4 million for two charities: FareShare, and Home-Start. The ad was created by advertising agency adam&eveDDB.

James Bailey, Executive Director of Waitrose, says that ‘each year festive adverts come and go - and some are remembered more vividly than others. But our advertising this year will leave a lasting legacy - and in that way, we hope it won’t just be for Christmas.’

The advert – as well as a second, 30 second option that highlights the specific charitable endeavour - will premiere on Saturday. Shop the range below.