John Lewis advert aims for a No1 hit with its first original ditty
Brit Award winner drafted in to write charity single for firm’s TV campaign
THIS year ’s John Lewis Christmas advert features an original song for the first time, which the retailer hopes will resonate with the nation and propel it to number one.
Brit Award winner Celeste wrote the song, called Give a Little Love, with songwriter Jamie Hartman over Zoom. It will be released as a charity single, with the hope it could take the coveted top spot in the charts over Christmas.
The advert, released on social media today and making its television debut during the finale of The Voice on ITV tomorrow, urges the public to give small acts of kindness during a Christmas “like no other”.
It is part of a campaign – also called “Give a Little Love” – which aims to raise £5 million to help 100,000 families in need.
Pippa Wicks, the executive director of John Lewis, said the retailer was “humbled” by the kindness shown by the British public this year which had inspired the advert.
“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,” she added.
“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.”
James Bailey, the boss of Waitrose, which also features in the advert, said he hoped the campaign would endure beyond Christmas.
He said: “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.”
Lorna Brown, the head of brand marketing, said it was an “ambition” that the song would become a Christmas number one.
“We would absolutely love that,” she said. “It’s the first time that an artist has actually written a track for our advert. We hope it will resonate with the nation and get to number one.”
The two-minute film is made up of nine vignettes by eight different artists, each depicting an act of kindness that inspires the recipient to pass on the goodwill.
It kicks off with a young girl helping a boy get his football down from a tree, before following a snowman helping some friends with impromptu car repairs and a pigeon helping a hedgehog who dreams of flying to become part of the gang.
Fittingly for a year blighted by Covid-19 and lockdowns, it also features a food delivery for an elderly neighbour.
It jumps through several visual styles, with live action sections blending with claymation and puppetry.
The main film is accompanied by a 30 second advert, animated by students at Kingston University, which gives the practical details of how shoppers can support the campaign, which is raising money for charities FareShare and Home-start.
Donations via t ext or online will be matched by the retailers, while for every shopper who uses their John Lewis or Waitrose loyalty cards a donation will be made. Profits from a range of products will be donated.
Celeste said she felt “honoured” to be asked to take part. The official singles from the adverts in 2012 and 2013, performed by Gabrielle Aplin and Lily Allen, previously reached number one in the charts.