Waitrose and John Lewis have launched their much-anticipated Christmas advert. For the second year in a row, it is a joint campaign as the group pushes to integrate its two retail businesses.
The ‘Give a little love’ feature (see below) aims to encourage the nation to spread kindness and is said to draw inspiration from the British public’s response during the coronavirus pandemic.
The two-minute film takes a different creative approach from the group’s festive ads of recent years. Rather than a long-form narrative, the spot comprises different vignettes and styles of animation, which illustrate everyday acts of kindness.
It is also the first time in a John Lewis Christmas ad that the soundtrack is an original song instead of a cover. Soul singer and Brit Award winner Celeste wrote and composed the track, called ‘A Little Love’.
The main advert is one element of the two retailer’s festive campaign which centres around a push to raise £4m for two charities: FareShare, which helps those facing food poverty and Home-Start, which works with parents who need support. A complimentary 30-second ad carries a direct call to support the two charities.
James Bailey, Executive Director of Waitrose, said: “The pandemic has highlighted the growing inequalities across the country, with those who are already most vulnerable disproportionately impacted. Through our partnerships with FareShare and HomeStart we’re aiming to make a big difference to the lives of 100,000 families in the UK.
“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.”
NAM Implications:
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