John Lewis Christmas ad 2015: The important message behind this year's advert

The retail brand has joined forces with Age UK to combat loneliness amongst older people

John Lewis Christmas Advert 2015

The release of a usually tear-provoking John Lewis advert has become an annual indicator that the festive season is around the corner.

This year’s advert centres on a young girl, Lily, who spots an old Man on the Moon through her telescope. After trying to contact him through various ways, she eventually manages to send a telescope up to him. They finally make eye contact and the slogan: ‘Show someone they’re loved this Christmas’ appears on screen.

While the advert will generate many contrasting opinions and draw comparisons with Monty the Penguin or The Bear and The Hare, it is important not to neglect the message behind the campaign, which sees the retail brand partner with Age UK.

Whilst many people shop, eat and drink, visit relatives and attend office parties during the festive season, for a significant number of elderly people Christmas can be a depressing time.

According to Age UK, 60 per cent of people over 65 don’t expect to be happy this Christmas. Why this is ranges, 42 per cent say missing loved ones who have died is a main worry and 29 per cent worry they won’t be able to see everyone they want over the festive period.

Currently in the UK, around one million elderly people go a month without speaking to anyone and 2.9 million feel they have no one to go to for help or support. In 2014, nearly 400,000 older people worried about being lonely at Christmas.

Age UK has launched a campaign: No one should have no one at Christmas. As well as a petition to lobby the government to recognise loneliness as a serious health problem and address it, the charity also urges people to check in on elderly neighbours, relatives and friends.

Speaking about the advert, Esther Jackson, Marketing and Fundraising Director at Age UK said: “Coming together like this is a brilliant opportunity to raise awareness of the issue of loneliness at Christmas time in a powerful, heart-warming way. We hope it will really strike a chord with the Nation - driving not only awareness, but donations and actions to help some of the million older people who go for a month without speaking to anyone.”

Craig Inglis, Customer Director at John Lewis said: “We hope [the advert] inspires people to find really special gifts for their loved ones and through our partnership with Age UK, raises awareness of the issue of loneliness amongst older people and encourages others to support in any way they can.”

For more information, to sign the petition or donate visit Age UK.

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