Department store John Lewis has hinted its long awaited Christmas ad will centre on acts of kindness.
Set to be another weepie, it revealed the feel-good mini-film will focus on helping others in its latest campaign with sister store Waitrose.
In the joint venture the chains have unveiled plans for a £5 million charity appeal as a curtain raiser for the annual tearjerker to be screened next month.
Speculation over the ad which traditionally has millions reaching for the tissue box, has been rife for weeks with unconfirmed reports that national treasure Captain Sir Tom Moore is at the heart of the campaign.
The 100-year-old’s heroic walk during lockdown raised £33 million for the NHS and inspired countless others to overcome adversity in fundraising challenges.
It also earned him a knighthood and accolades from around the world as the modest war veteran’s incredible feat touched the hearts of millions.
John Lewis remained tight-lipped over the most feverishly anticipated telly ad which for many signals the start of the Christmas countdown.
It would only say: “The initiative, which reflects the world in which we are living will be complemented by the much anticipated Waitrose and John Lewis Christmas ad.”
The joint fundraiser for FareShare which helps families facing food poverty and Home-Start, which works with parents who need support is expected to be a lifeline for at least 100,000 families.
And it is hoped it will act as a rally call for the nation to get involved from making cash donations and popping fundraising items into shopping baskets to carrying out acts of kindness to spread some Christmas cheer.
Describing it as a “Christmas campaign like no other for a year like no other” bosses hope to tap into the caring side of Brits’ - even when the chips are down - to give those less fortunate a helping hand.
Pippa Wicks, executive director of John Lewis & Partners, said: “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.”
And James Bailey, executive director of Waitrose & Partners, added: “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.”
Last year’s ad was about Edgar the dragon who could not contain his excitement over Christmas and infuriated locals by accidentally ruining events by setting them on fire.
He went into self isolation with the shame until his friend Ava came to his rescue with a clever plan - a Christmas pud on a platter for him to flambe with the lightest of breaths.
But the biggest tearjerker was the 2015 epic Man on the Moon which centred on a young girl star gazing through her telescope, and spotting a lonely old man sitting on a bench on the moon.
To cheer him up she sent him a telescope and as he used the gift to scan the skies he found her and made a connection with the caring child and planet earth.
The ad in partnership with Age UK ended with the tagline: “Show someone they’re loved this Christmas.”
