Give a little love: New John Lewis Xmas ad inspired by kindness during pandemic

Well, it is that time of year again folks. John Lewis has released its latest Christmas offering in advert form. A much anticipated event for some!

This year, the ad called ‘Give A Little Love’, focusses on kindness rather than present giving – inspired by how people have been coping and supporting each other through Covid-19.

The advert launched this morning at 7am, on what is also World Kindness Day.

The aim is to raise £4m for two charities – Fareshare and Home-Start – and a further £1m will be donated by Waitrose and John Lewis branches to local charities supporting families in need. Customer donations up to the value of £2m will be match funded by a donation from the John Lewis Partnership.

The advert encourages viewers to give a little love to others. 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 style of the advert, 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.

Pippa Wicks, Executive Director of  John Lewis, said: “We recently set out our ambition for our business to be a force for good – so we decided that this year was the year to break the mould and do something different.

“We have a long tradition of helping support the communities which we serve, so as we launch one of the best loved assets, our Christmas ad, it’s fitting to take this one step further by working hand in hand with two incredible charities supporting families in need.

“We were humbled by the kindness shown by the British public during the pandemic. We want this campaign to be uplifting and to inspire everyone to give some kindness in their own way this Christmas, especially to those who need it most. The pandemic has proved that it’s our small acts of love and kindness, particularly in challenging times, that captures what it is to be human; and when one small act of kindness multiplies it can have a lasting impact.”

What do you think of the new ad? Leave a comment to let us know.

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