The new John Lewis Christmas ad was unveiled on Friday morning, and has already sparked the annual conversation about how emotional it’s making everyone and, indeed, raised questions about why we’re all so excited about a literal advert in the first place.
While past efforts have been soundtracked by a range of singers from Ellie Goulding, Lily Allen and Bastille singer Dan Smith, the musical contributions have all had one thing in common – they’ve been covers of songs we already know.
For their 2020 ad, John Lewis did things a little differently, and recruited Celeste singer-songwriter to contribute an original track to feature in their first effort.
Having been named the BBC’s Sound Of 2020 and received the Rising Star Award (previously named the Critics’ Choice Award) at the Brits back in February, Celeste’s original song A Little Love features in the two-minute clip.
She said: “I felt honoured to be asked to take part. I wanted to create something that felt classic but still true to who I am as a writer and performer.”
Celeste’s track is also helping those in need, with 10p from each download of A Little Love going towards John Lewis’ charity campaign.
The retailer previously pledged support to FareShare, the Marcus Rashford-backed charity that helps those facing food poverty, and Home-Start which works with parents who are struggling.
Instead of the usual stuffed toy merchandise, the retailer has unveiled a series of “Give A Little Love’”products, including a slogan t-shirt and a heart-shaped umbrella. All profits from these will also go towards the charity appeal.
A second shorter ad, created with artwork by four post-graduate students from Kingston University, details how customers can further support the campaign.
Watch this year’s John Lewis Christmas advert in the video above.