The John Lewis Partnership has said its latest Christmas advert highlights the kindness of the public during the pandemic after it questioned whether it would be appropriate to make the ad at all this year.
The retail giant said it had considered shelving the production of its highly-anticipated annual marketing campaign but said charity partners persuaded it to go ahead.
It said it hopes the campaign, which runs under the strapline “Give a little love”, will support families in need over Christmas.
The advert, which starts with a boy whose football has become stuck in a tree and moves through a series of acts of kindness, switches from live action to various styles of animation.
John Lewis said it hopes the nine different vignettes created by eight different artists also celebrate the “creative industries which have been hit particularly hard this year”.
In another step away from its traditional approach, for the first time the advert includes a specially commissioned song.
British soul singer Celeste wrote and recorded the track, titled A Little Love, with 10p from each download going to the charity campaign.
Customers of John Lewis will be able to buy merchandise related to the campaign, which will see 100% of profits go to charity.