Christmas fans are eager to watch the commercial from British department store chain John Lewis, which traditionally melts hearts. But due to the corona crisis, there was almost no commercial this year. Ultimately, the makers decided to keep the tradition alive and teamed up with another British chain Waitrose. The result: an advertisement with a message that is more moving than ever.
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The Christmas ad, which always involves a lot of budget, is without a doubt a highlight in the run-up to the holidays. The strongest aspect of it is that the compelling storyline and music make some people shed a tear. This year things are different and families and friends will gather less at Christmas and New Year. That is why the chains chose ‘Give a little love’ as the overarching theme. So less material things, but mainly give to others to get through this period together. The video calls for donations to two selected charities: FareShare (against famine) and Home-Start (support for parents in need). The chains are eager to raise four million pounds for each charity.
The moral of the story
The two-minute commercial starts with a picture of a boy and a girl in a snowy landscape. They look up at the boy’s football that got caught in a tree. In an attempt to help, the girl opens her umbrella. It turns into a giant red heart, hits a branch and the ball falls down. The heart then becomes the leitmotiv in various scenes full of people, figures and animals. For example, a snowman makes a spare wheel in the shape of a heart to give to a couple with car trouble. “The storyline illustrates how acts of kindness, large and small, can have a positive impact,” said a statement from John Lewis & Partners.
Help for the creative sector
A total of eight different artists were allowed to work on the animations. With this, the department store chains wanted to help people in that sector with assignments. As far as the musical context is concerned, a cover was not chosen. British artist Celeste wrote a new song that fits the theme because the creators did not find any existing song that reflects the impact of the pandemic.
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