THIS year the hugely anticipated John Lewis and Waitrose Christmas advert will be different.
In the true spirit of Christmas the retail giant is using its festive campaign to help raise £5million for struggling families.
It wants its ad to “be like no other, for a year like no other”.
Inspired by the “spirit and thoughtfulness” of people during the Covid pandemic, it’s changing up its ad to help those who’ve had a tougher year than ever.
The campaign will support two charities – Fairshare, which aims to help solve food poverty, and Home-Start, which works with parents who need support.
John Lewis hopes to raise £5million in total, which it estimates will help support 100,000 families.
Customers will be encouraged to donate and John Lewis promises to match donations up to a maximum of £2million.
While purchases using the My JL and My Waitrose Loyalty cards will also trigger donations to the charities.
The charities will use the cash raised to help provide food, comfort, emotional support and advice to vulnerable families.
The advert, which will be revealed later in November, will be used to spread the message.
Pippa Wicks, executive director of John Lewis & Partners, said: “In a year like no other, the world has changed – so we will be delivering a Christmas campaign like no other.
“During 2020 we’ve seen some inspiring and heartwarming acts of kindness throughout our country and our communities.
“Now we want to build on this spirit to create a legacy that extends well beyond Christmas.
“Together we can all make a big difference to the families who need our help most.”
John Lewis and Waitrose still haven’t confirmed when the ad will air or what it will be about.
Its 2019 release, which starred Edgar the excitable, but very accident-prone dragon, was released on November 14.
It followed the 2018 Elton John inspired advert, which saw the pop legend’s life and career played out, on November 15 of that year.
And before those, the 2015 Man on the Moon and the 2014 Monty the Penguin adverts were released on November 6.
Last month, locals in London thought they’d spotted the ad being made after a filming crew were spotted with fake snow.