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John Lewis follows #ManOnTheMoon Christmas ad with Age UK appeal video

John Lewis follows #ManOnTheMoon Christmas ad with Age UK appeal video

Earlier this month retailer John Lewis produced its TV advertisement in partnership with Age UK, featuring the lonely Man on the Moon. Although there was no mention of Age UK in the advertisement, John Lewis has now followed up with a specific appeal on behalf of its partner charity.

The new Christmas appeal to help raise awareness of what life can feel like for lonely older people.



The 50-second advert features the same ‘Man on the Moon’ but cuts away to the filming process on a moonscape stage. The actor and character is once again left alone as the direct calls a wrap for the end of filming.

The advert invites text donations of £5 to Age UK, which will receive 100% of the donations. The terms and conditions on screen include information on how the money will be used and how to decline further fundraising communications.


John Lewis Christmas appeal for Age UK

John Lewis’ follow-up advert asks for a text donation to Age UK


Like the corporate advert which launched on 6 November, the video features the Oasis song ‘Half the World Away‘ performed by Aurora. It is narrated by Dame Helen Mirren.

The original advert attracted 13,392,960 views on YouTube within its first week, in addition to its TV airings.

On Age UK’s site the Man on the Moon landing page reads:

“#ManOnTheMoon – the story continues. We’re proud to launch our new appeal with John Lewis to help some of the million older people who go a month without speaking to anyone”.

John Lewis shop activities

John Lewis shops across the country will be fundraising as well as pairing up with a local Age UK to support a Christmas lunch or social event.  Every shop will also include a local Age UK as part of its Community Matters charity initiative, and 25% of the sale of every Man on the Moon mug and Christmas card will be donated to Age UK.

Age UK has developed a fundraising pack with tips and advice for those wanting to run their own fundraising events.

Esther Jackson, Marketing and Fundraising Director at Age UK said:

“The Man on the Moon advert has really struck a chord with people, helping to raise awareness of loneliness amongst older people and we are thrilled to be able to announce this next exciting phase of our partnership with John Lewis”.


Afterthought or planned?

Given the absence of a noticeable link between John Lewis and Age UK in the original advert, some have wondered whether this new ad was an afterthought.

Not so, according to Rob Mansfield, Digital Content Lead at Age UK. In What happened next to John Lewis’ #ManOnTheMoon? he blogged:

“As of this morning (Friday 20 November), we – at Age UK – have finally been able to talk about Phase 2 of Age UK’s partnership with John Lewis”.

In response to the questions over a lack of explicit link he said:

“But the partnership was never about just one TV advert and today, with the launch of our appeal video (below), you can see why”.



Howard Lake is a digital fundraising entrepreneur. Publisher of UK Fundraising, the world's first web resource for professional fundraisers, since 1994. Trainer and consultant in digital fundraising. Founder of Fundraising Camp.

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