John Lewis and Waitrose "Give a little love" by Adam & Eve/DDB

The much-anticipated joint Christmas campaign from John Lewis & Partners and Waitrose & Partners encourages the nation to "give a little love" alongside a drive to raise £4m for two charities.

Inspired by the British public’s response during the coronavirus pandemic, the film takes a different creative approach from John Lewis’ previous festive ads. Rather than a long-form narrative, the spot comprises nine different vignettes and styles of animation, which illustrate everyday acts of kindness. In another departure, for the first time in John Lewis’ Christmas advertising history, the soundtrack is an original song instead of a cover. British soul singer and Brit Award winner Celeste wrote and composed the track, called A Little Love

The vignettes span art forms from claymation to CGI and were created by eight different artists, including Chris Hopewell, who has created music videos for Radiohead and Franz Ferdinand, and French animator Sylvain Chomet. There is also a second, complementary 30-second ad focused on the charity element of the campaign and created by four post-graduate students from Kingston University. In both spots, the retailers enlisted the artists and students to support the UK’s creative industries, which have been hard hit by the pandemic. 

Both films were directed by Oscar Hudson through Pulse Films. 

John Lewis and Waitrose are aiming to raise £4m for two charities: FareShare, which helps those facing food poverty, and Home-Start, which works with parents who need support.

Credits

Director of customer, John Lewis & Partners
Director of creative, John Lewis & Partners
Head of brand marketing & planning, John Lewis & Partners
Senior marketing manager, John Lewis & Partners
Marketing manager, John Lewis & Partners
Customer director, Waitrose & Partners
Head of brand marketing & planning, Waitrose & Partners
Manager, advertising, Waitrose & Partners
Marketing manager, advertising, Waitrose & Partners
Chief creative officer
Joint chief executive officer
Managing director
Creative directors
Agency TV producer
Assistant producers
Project manager
Executive content director
Head of content
Social media director
Social media manager
Chief production officer
Head of integrated production
Chief strategy officer
Strategy director
Business director
Account director
Account manager
Legal counsel
Media agency
Executive director
Business director
Account directors
AV media planners
Social media planners
Production company
Director
Executive producer
Producer
Production manager
Production assistants
Animation consultant
Music supervisor
Sound design & mix
Sound house
Audio producer
Artist
Producer
Songwriters
Record label
Production designer
1ST AD
Casting director
Costume designer
Hair & make up artist
Location manager
Offline edit producer
Assistant editor
Edit house
Sound design & mix
Audio producer
Sound house
Post production company
VFX supervisor
Executive producer
Producer
Producer
Colourist