John Lewis has partnered with Age UK for its Christmas ad – fondly regarded as the pinnacle of festive retail – with a reminder to consumers to consider those who will be alone this year.
The full two-minute ad features the whimsical story of a young girl named Lily as she strikes up a connection with an elderly man who she spies through her telescope living alone on the moon.
She sets out to wish him a merry Christmas, finally succeeding by sending up the present of a telescope of his own tied to a bunch of balloons – a gesture much appreciated by the man in a scene that will likely cause at least some viewers to swallow hard.
The ad is set to the Oasis track, Half The World Away, recorded by the 19-year-old Norwegian artist Aurora and ends with the strapline “Show someone they’re loved this Christmas”.
The retailer said it had teamed up with Age UK in an effort to raise awareness of the million older people who go for a month, not just at Christmas, without speaking to a friend, neighbour or family member.
John Lewis’s stores and website will be supporting the charity throughout November and December with activities, a text-to-donate mechanism and through the sales of selected Christmas merchandise.
Loneliness, especially among the elderly, was the subject of a recent Channel 4 News feature this week that has been viewed over six million times online.