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Watch the John Lewis Christmas advert 2020: 'Give a Little Love'

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Christmas                   Give a Little Love

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Christmas                   Give a Little Love

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סרטון מלווה בהסבר קולי

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סרטון מלווה בהסבר קולי

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Christmas 2020 Ad (audio described) | Waitrose & John Lewis

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FROM OUR FAMILY TO YOURS | Disney Christmas Advert 2020 | Official Disney UK

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מאמר - איך עשו את הסרטון

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מאמר - איך עשו את הסרטון

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This year, there was no doubt that our Christmas advert had to deliver something different. After the tumultuous events of the last 12 months we felt the need to do something truly exceptional. But what? How to create an advert with real meaning while also warming the hearts of the nation? Like everyone else, John Lewis had to adapt quickly as our lives changed almost overnight. We were still early in the process of ad production in March when the pandemic broke and this soon shaped the idea. Our Give A Little Love theme was inspired by the huge wave of kindness that swept across the country as people came together to help support everyone in their communities.

"A little love gets passed on, then gets passed on to another person. That's what we're going to need this Christmas"

'We wanted to inspire a generation with the thought that if we all simply give a little more love, the world will be a better place,' says Claire Pointon, Director of Customer, John Lewis. 'Every year it's important for us to ensure we are mindful of the world in which we are living when it comes to our advertising. So it felt like the right thing to do to dedicate a moment we are most famous for to a really purpose-led initiative.' The result? An advert that called on the very best creative minds from across the UK and Europe to deliver something truly unique, alongside a campaign to raise £5million for charities by Christmas.

The aim was to enlist the help of different creatives - talented illustrators, animators and makers, all experts in their field - who could bring our vision to life. The group ranged from high-profile directors and puppeteers to university graduates. Everything - from the claymation figures and Spikes the hedgehog, to the cardboard 222 bus to Tooting - was painstakingly made by hand. British director Oscar Hudson was tasked with the job of blending the styles and bringing everything together in a series of stop-motion vignettes.

"The whole ad is made up from different styles of animation, but it's joined together in the narrative of giving a little love"

"This particular campaign needed a really lovely collection of characters"

Filming the live-action scenes in the middle of a global pandemic was, of course, a challenge and the shoot happened later than usual, during the autumn between the two lockdowns. The health of the small cast and crew was our number one priority and so shooting in a Covid-secure way was paramount. As a result, lots of face masks, temperature checks, Covid tests and a huge amount of hand gel were involved.

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The making of the John Lewis and Waitrose Christmas Advert 2020

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This year, there was no doubt that our Christmas advert had to deliver something different. After the tumultuous events of the last 12 months we felt the need to do something truly exceptional. But what? How to create an advert with real meaning while also warming the hearts of the nation?