Give a little love, says John Lewis

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One of the most eagerly awaited Christmas ads has landed - with a thud or like a feather? Department store John Lewis, which includes supermarket chain Waitrose, chose to deliver a whimsical 'Give a little love' message composed of part reality part animation at the end of a year disrupted by the COVID-19 coronavirus. This year, says the company, "we're celebrating kindness, whether large or small, showing how each and every act of love has a positive impact on the world around us, as we pass them on to others [..... ]we're hoping to raise £4m for our charities plus £1m for local charities. FareShare, helps those facing food poverty, and Home-Start, which works with parents who need support ❤️. The charities will use these donations to provide food, comfort, emotional support and advice to families who need support this Christmas." What do you think? More kindness is always a good thing to push, no matter what the circumstances or the kind of year we've had? Good upbeat message especially for kids about real community? We wouldn't need charities if the welfare state worked properly - this kind of thing is a slushy cover-up for a deteriorating social contract that has brought unnecessary suffering to millions? Or, gosh, stop over-thinking, it's just a Christmas ad? The John Lewis group posted losses of £653 million for the first half of 2020 and announced a £1 (one) billion recovery plan in late 2020, as well as bringing forward its aim of becoming net zero carbon to 2035.

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