The British department store John Lewis has been praised for its latest Christmas ad for the 2024 season, which demonstrates the importance of family, particularly during the holiday season. The company is known for its commercials, which often feature pro-family sentiment, which contrasts with the rampant individualism seen throughout modern consumerism.
The ad begins with an elderly man sitting by himself reflecting on life. It then cuts to him walking through the countryside sitting with a bird on a pile of stones. The commercial reveals it to be a romantic location that he once shared with his late wife 40 years earlier. The advertisement concludes with the man going to his wife’s grave and leaving flowers for her.
The touching ad sparked a reaction from users on social media, commenting on how powerful the video was. Sharing a clip of the commercial on X, one user said, “John Lewis’ Christmas ad. Wow. It makes you really think about things. So powerful.”
Another user explained how the ad inspired them to care for the elderly this holiday season, who may lonely and without family. “Wey I’m still taking 8 old people out for their Christmas dinner because of this. Still made me think,” they wrote. Another person reacted, “Best Christmas advert John Lewis have done for a long time, had tears in my eyes watching it. It brings home that not everyone will have a happy Christmas.Well done John Lewis.”
Others noted how they were so moved by the commercial that it inspired them to reach out to their own family members. “I instantly phoned my stepfather after watching it. Since my Mam passed he puts on a brave face but I know he’s lonely,” one man wrote.
Another person shared how the ad felt personal to them. “I think this ad is really sad 😢. I’m 69 & been widowed for almost 17years & I too have a friendly robin, Christmas can be difficult & I’d rather not bother but I have daughters, son in laws & grandchildren that won’t allow me to be alone at Christmas time,” one person said.
“What a beautiful advert! 🥹 this is my grandpa’s first Christmas without our beloved grandpa. Festive time is the worst time for the elderly. They need to be embraced into the warmth of our celebration,” one person said, sharing their own family experience and how elderly family members must not be forgotten during the holidays.
Another commenter pointed out that the elderly are often excluded in a world the prioritizes the inclusivity of supposedly oppressed groups of people. They called for companies such as John Lewis to utilize their resources to take initiative in this arena. “Let’s ask companies like JL to champion & innovate for Inclusivity of the Elderly. The most overlooked and abandoned group imo in this ‘forward thinking & progressive’ world,” they wrote.
Watch the touching advertisement below:
Note: The featured image is a screenshot from the embedded video.
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