While charity marketers brace themselves for tougher regulations, John Lewis is aiming to ease the pain for Age UK, with this year’s Christmas ad attempting to raise hundreds of thousands of pounds for charity.
Released today (Friday), the ad features the story of a young girl, Lily, who spots an old man living in a shack on the moon through her telescope. She tries sending him a letter and firing a note via bow and arrow, before floating him a present of a telescope tied to balloons, which finally enables them to make contact.
Under the strapline “Show someone they’re loved this Christmas”, which echoes Age UK’s own campaign: “No one should have no one at Christmas”, the £7m campaign encourages staff and customers to join up with their local branch of the charity to care for elderly people who might otherwise be alone over the holiday.
Profits from three products – a mug, gift tag and card – will go to the charity.
Kicking off on social media this morning, the ad – devised by Adam&Eve/DDB – will first air on TV in a two-minute slot during Gogglebox on Channel 4 tonight. It features the Oasis track Half the World Away, best known at the theme tune for The Royle Family TV show, but reinterpreted by little-known Norwegian artist Aurora.
“The charity really resounds with people at this time of year, and the ad … lends itself to thinking about someone who lives on your street that might not see anybody,” said Rachel Swift, head of marketing at John Lewis.
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