The John Lewis Christmas advert is here! And it's beautifully uplifting

Yay, the John Lewis Christmas advert 2020 has been released! This is what we thought

John Lewis Christmas advert
(Image credit: John Lewis)

It's officially Christmas guys, because this morning the John Lewis Christmas advert came out! Of course, normally, everyone on the team would gather around a computer screen, and we would all watch it together, then spend the rest of the morning giving it our reviews. But you know, it's 2020 so instead, we all just had a good virtual chat about what we thought of this year's John Lewis advert.

Keep scrolling to watch the advert (again) and to hear our thoughts...

Much like everyone in the country, we look forward to the John Lewis Christmas advert from about... August. It's a sign that the festive season is truly beginning and in 2020 especially we definitely all need that heartwarming comfort that it brings.

There were rumours that this year the John Lewis Christmas campaign would have to be abandoned all together, but phew, thanks to a small team that all worked under the socially distanced rules, an advert was made! And not just any advert, an advert that we think is the most creative John Lewis & Waitrose have come up with yet. 

The advert, which is the second joint Christmas collaboration between John Lewis and Waitrose, features a hedgehog who longs to fly, a snowman who can fix a flat tyre and a gang of denim-clad, chain wearing pigeons... naturally. It is a mix of live-action and animation created by eight different animation artists, who were chosen as John Lewis's way of helping out the arts industry which has been hit so hard by the pandemic.  

There's also a charity campaign behind the new advert – both John Lewis and Waitrose aim to raise £5m to help struggling families through the charity Fare-share. They will also be matching donations made from the sales of the merchandise associated with the advert – yes, there is a heart shaped umbrella available!

So that's the background of this year's slightly different John Lewis advert, but what did we think...

John Lewis Christmas advert

(Image credit: John Lewis)

'As much as I love the classic tear jerkers we see every year, it was so refreshing to see something so creative and different from John Lewis. It was quirky and the message was lovely and definitely ones that's going to stand out in years to come.' – Hebe Hatton. 

'This might not be the tearjerker we have come to expect from John Lewis & Partners Christmas ad, but the sentiment is clear – Christmas is about giving. I am also a sucker for good animation and love the circular journey of the storyline.' – Lindsey Davis.

'I think it's sweet and earnest - and it's about kindness, which I think is very appropriate this year of all years! So I actually didn't mind it even though it's very schmaltsy.' – Anna Cottrell.

What did you think of the new John Lewis Christmas advert? Let us know over on Facebook, Twitter and Instagram.