John Lewis and Waitrose save the honor of Christmas campaigns

A chain reaction of hearts: The Christmas campaign of the two British department stores John Lewis and Waitrose is a single declaration of love for charity.


Last year, the two department stores teamed up for the first time for a joint Christmas campaign ( reported). Shared costs, doubled pleasure. In recent years, John Lewis has been a guarantor of collective heartwarming when it comes to the supreme discipline of the advertising year. The results have included million-dollar hits such as "Monty the Penguin" (2014) and "Buster the Boxer" (2016).

The advertising liaison with Waitrose began in 2018: the department store not only has the same parent company as John Lewis, but also the same agency, Adam & Eve DDB. That year, the agency took aim at John Lewis' campaign in the Waitrose spot ( reported).

After 2019, the second joint campaign of the two traditional houses will now follow this year. And it has even more to offer than the touching story of the fire-breathing dragon Edgar. in the past year. "Give A Little Love" shows a kind of chain reaction of love - doing good triggers good.

The special feature of the two-minute spot by director Oscar Hudson is the variety of styles shown, with which the sub-stories are told. The background: John Lewis and Waitrose deliberately wanted to work with as many different artists and animators as possible. To set a supportive sign for the creative industry, which has been hard hit this year.


Among others, sequences by clay artist Chris Hopewell, who has already created music videos for Radiohead or Franz Ferdinand, can be seen. Or by animation artist Sylvain Chomet, who has already been nominated for an Oscar three times.

In addition to the departure from linear one-story storytelling, there is another premiere to celebrate in the John Lewis Christmas campaign universe: Instead of using cover versions of song classics as before, "Give a little Love" for the first time uses a song that was written especially for the campaign. The song of the same name was penned by British singer-songwriter Celeste.

The campaign aims to raise four million pounds for families in need. Campaign products are sold, with 100 percent of the proceeds donated.

So much love - perhaps the only true response to a year that has demanded a lot from all of us. And for some, even a little more. And finally, once again, a Christmas campaign that provides a certain heartwarming aha moment.

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