After two years of successful ads with cuddly animals – a bear and hare, then a penguin – this time, the store is tugging at the heartstrings with a story of a young girl, Lily, who spots an old man living in a shack on the moon through her telescope. The determined child 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 allows them to make contact. The ad’s message is: “Show someone they’re loved this Christmas,” which echoes Age UK’s own campaign: “No one should have no one at Christmas.” Profits from three products – a mug, gift tag and card – will go to the charity. Rachel Swift, head of marketing at John Lewis, said that people talk about the charity at this time of year and the ad makes you think about someone who lives on your street that might not see anybody.
Who does Rachel Swift work for?
John Lewis A marketing company Age UK A homeless shelter