The John Lewis Christmas advert is here - and it's just as emotional as you would expect

The John Lewis Christmas advert has just been released and it might be their best yet

John Lewis Christmas advert 2020 still image of girl and boy
Still image of girl and boy holding a football in the John Lewis Christmas advert 2020
(Image credit: John Lewis and Partners)

The moment the John Lewis Christmas advert hits our screens is when the festive season truly begins. 

From the joyous, to the tear-jerking (we still remember 2019's Excitable Edgar the dragon Christmas advert), John Lewis never disappoints.

Now with restrictions tightening and festive plans uncertain, we’re facing a Christmas like never before. The nation has never been more in need of some traditional cheer.

And John Lewis hasn't disappointed us as their 2020 Christmas advert proving even more heart-warming than usual. 

Man holding gifts for partner and children

(Image credit: John Lewis and Partners)

When was the John Lewis Christmas 2020 advert released?

We may have been waiting for what seems like years, but John Lewis only released their Christmas Advert on 12 November. Already the festive video has over 70 thousand views on YouTube. 

And whilst it’s common for viewers to shed a tear or two, 2020’s advert will definitely require you have tissues close at hand. 

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What is the John Lewis Christmas advert 2020 about?

Titled Give a Little Love, this year's John Lewis Christmas advert contains a variety of forms of moving art. Featuring animation, claymation, CGI and cinematography, nine different vignettes come together to show a chain of giving. 

Each vignette is produced by leading artists including Chris Hopewell, who has created music videos for Radiohead and Franz Ferdinand.

The scenes pass the Christmas campaign's heart emblem along. They show how one small act of kindness, no matter how small, can positively impact other people.  

Heart emblem on snowy background for Christmas

(Image credit: John Lewis and Partners)

From one child helping another rescue his football, to a snowman dropping off groceries for an elderly man, the acts of kindness are sure to warm your heart. 

And this year John Lewis has stepped away from the traditional in more ways than one. The retailer has especially commissioned a new song from British soul singer Celeste.

Called 'A Little Love', the Brit Award-winning singer and her record label Polydor will make a 10p donation to the Christmas campaign every time the track is downloaded.

Best John Lewis Christmas decorations this year

If the John Lewis Christmas advert has got you in the mood for some festive decorating already, snap up these lovely decorations today.

John Lewis & Partners Impressionism Wooden Ladder

John Lewis & Partners Impressionism Wooden Ladder


This lovely wooden ladder would make for a great festive centrepiece in any living room.

Jormaepourri Scented Pine Cone Ring

Jormaepourri Scented Pine Cone Ring


Ditch the traditional festive green wreath this year and replace it with this lovely smelling scented pine cone ring - which is just £20!

John Lewis & Partners Campfire Metal Stars Hanging Decoration

John Lewis & Partners Campfire Metal Stars Hanging Decoration


This cute, rustic Christmas decoration is a great way to dress up your home for the festive season in a more subtle way - it would look fabulous in bedrooms or bathrooms!

What makes this year's Christmas advert different?

This month the John Lewis Partnership will launch their full Christmas campaign. Aside from their plans to raise £5 million to help vulnerable families through the Christmas season, Waitrose and John Lewis want to shine a light on the long term need for kindness. 

This has never been needed more. This year’s entire Christmas campaign will be brought to life throughout a variety of channels. It will showcase this commitment to change and to supporting the vulnerable and will help provide a lifeline for at least 100,000 families in need. 

The John Lewis Christmas 2020 advert is a key part of this initiative. It reflects the world we live in and the acts of kindness that have been seen in these challenging times. It also draws attention to families who have been hit hardest by the coronavirus crisis. 

Edgar Dragon, John Lewis Christmas Advert

The 2020 Christmas Campaign is in collaboration with food poverty charity FareShare and parental support charity Home-Start. 

John Lewis has also ensured that a further fund of over £1million has been created. This will mean all of their shops will be actively partnering with FareShare and Home-start, as well as a range of local disadvantaged family charities in the communities the stores serve.

Customers will be encouraged to support the campaign in one of five different ways:

  • making a charity donation which will be matched by the retailer to the value of £2m
  • buying one of a variety of exclusive and limited edition campaign products
  • shopping in one of the two retailers' shops and using their My John Lewis and My Waitrose loyalty cards which will trigger a donation to the two charities
  • showing kindness to someone who needs it
  • helping out in your local community 

How John Lewis is being a 'force for good' this Christmas 

The John Lewis Partnership has stated its ambition to be a “force for good” and a “completely different kind of business”.

Pippa Wicks, Executive Director of John Lewis & Partners has stated, “In a year like no other the world has changed – so we will be delivering a Christmas campaign like no other.”

She also spoke of the “inspiring and heartwarming acts of kindness” that have been seen during 2020.

Christmas Advert, John Lewis

“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,” she remarked.

Her sentiments were shared by Executive Director of Waitrose & Partners, James Bailey:

“This year has created even greater inequality in society with a catastrophic effect on some of the most vulnerable, and we are determined to play our part in addressing this.”

He added that, “As a Partnership, we can be an enduring force for good." Bailey then went on to say that he believes their "advertising this year will leave a lasting legacy - and in that way, we hope it won’t just be for Christmas.”

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CEO of Home-Start UK Peter Grigg, added that, “This powerful campaign will ensure Home-Start is there for families who need us most. We have seen first-hand how the pandemic is pushing families to the edge, especially those already facing significant challenges in their lives.”

He spoke of working with John Lewis, saying that, “We are so proud to partner in this exciting ambition to transform the lives of thousands of families and children this Christmas and beyond.”

Terrific Twitter responses

The emotional reaction to this year's Christmas advert has also been growing on Twitter. Many users found themselves wanting some festive cheer even more in light of the challenging times. 

One user remarked that it was 'just what the world needs right now'.

Another posted that the retailer had 'nailed it'. 

With England now in it's second lockdown, this festive tradition is a ray of light to many.

Another posted that they loved the fact that John Lewis 'used a variety of companies to bring this together with a clear message about sharing the love and acts of kindness'. 

And with this invaluable message, it seems certain that John Lewis Christmas advert 2020 will be one to remember.

Emma Shacklock

Emma is a Royal Editor with eight years experience working in publishing. Her specialist areas include the British Royal Family, ranging from protocol to outfits. Alongside putting her royal knowledge to good use, Emma knows all there is to know about the latest TV shows on the BBC, ITV and more. When she’s not writing about the next unmissable show to add to your to-watch list or delving into royal protocol, Emma enjoys cooking, long walks and watching yet more crime dramas!