# John Lewis Christmas advert includes partnership with The Wildlife Trusts

- Link: https://fundraising.co.uk/2016/11/10/john-lewis-christmas-advert-includes-partnership-wildlife-trusts/
- Published: 2016-11-10T08:22:16+00:00
- Author: Howard Lake

**John Lewis has unveiled its Christmas TV advert which this year includes a partnership
with The Wildlife Trusts. **

The advert features foxes, a badger, a squirrel, a hedghog and a dog enjoying bouncing
on a garden trampoline, a Christmas present for the girl in the family, [10% of the sale of soft toys from the advert](http://www.johnlewis.com/christmas-advert)
will be donated to the charity, “to allow us to inspire even more children to love
British wildlife”. The Wildlife Trusts aim to use the funds donated by John Lewis
to work within schools, including funding wildlife packs for schools, containing
activity booklets, and ‘wildlife’ resources for teachers to use in lessons.

The charity details its [partnership with the retailer](http://www.wildlifetrusts.o­rg/Christmas)
on its website, including more information on the animals featured.

## Advertisement

Its communication officer Leanne Manchester explains in The Guardian [how the John Lewis and Wildlife Trusts partnership came about](https://www.theguardian.com/voluntary-sector-network/2016/nov/16/secrecy-wildlife-trusts-john-lewis-christmas-ad).

## WATCH: the John Lewis Christmas ad 2016

## Variations on a theme

The John Lewis advert and its style were quickly mimicked. Joe.ie created a version
that used the ad to tell the story of the results of the 2016 US Presidential election:

> You can't always get what you want… [pic.twitter.com/MSzxRyaM2w](https://t.co/MSzxRyaM2w)
> — JOE (@JOE_co_uk) [November 11, 2016](https://twitter.com/JOE_co_uk/status/797189680458395649?ref_src=twsrc%5Etfw)

The Great North Snowdogs fundraising campaign for St Oswald’s Hospice also took 
up the theme in an amusing manner:

> Ooh [@pawdington](https://twitter.com/pawdington?ref_src=twsrc%5Etfw) that looks
> fun with [#bustertheboxer](https://twitter.com/hashtag/bustertheboxer?src=hash&ref_src=twsrc%5Etfw)
> can I join in pleeeze? ❄️🐶👅💦‼️ [pic.twitter.com/jH5m2rMKbH](https://t.co/jH5m2rMKbH)
> — Chilly Dog (@chillysnowdog) [November 13, 2016](https://twitter.com/chillysnowdog/status/797730138322563072?ref_src=twsrc%5Etfw)

In another example, the Stop Funding Hate campaign attempted to ‘brandjack’ the 
advert as part of its campaign to urge advertisers to stop paying to advertise in
newspapers that promoted “divisive hate campaigns” against immigrants and other 
minorities.

> We’re brandjamming the John Lewis Christmas ad! Please share & urge [@JohnLewisretail](https://twitter.com/JohnLewisRetail?ref_src=twsrc%5Etfw)&
> [@Waitrose](https://twitter.com/waitrose?ref_src=twsrc%5Etfw) to [#StopFundingHate](https://twitter.com/hashtag/StopFundingHate?src=hash&ref_src=twsrc%5Etfw)
> [#bustertheboxer](https://twitter.com/hashtag/bustertheboxer?src=hash&ref_src=twsrc%5Etfw)
> [pic.twitter.com/drYlgKNt6j](https://t.co/drYlgKNt6j)
> — Stop Funding Hate (@StopFundingHate) [November 10, 2016](https://twitter.com/StopFundingHate/status/796627906617344000?ref_src=twsrc%5Etfw)

John Lewis Retail Partnership responded via Twitter:

> We fully appreciate the strength of feeling on this issue but never make an editorial
> judgement on a particular newspaper
> — John Lewis & Partners Customer Service (@johnlewishelp) [November 10, 2016](https://twitter.com/johnlewishelp/status/796783291084980229?ref_src=twsrc%5Etfw)

Vaults, the band that played the music for the version of Randy Crawford’s Someday
I’ll Fly Away used in the advert, have added their support to the StopFundingHate
campaign. They have even [promised to donate any funds](https://www.joe.co.uk/entertainment/band-featured-john-lewis-advert-endorsed-stop-funding-hate-campaign/99600)
that they receive from the John Lewis advert, together with money that is raised
at an upcoming gig, to the ‘Help Refugees’ charity.

 * **[John Lewis advert band donate their income to a refugee charity](https://fundraising.co.uk/2016/11/26/john-lewis-christmas-advert-band-donate-income-refugee-charity/)(
   26 November 2016)**
    

 * **Has your charity mimicked the John Lewis Christmas advert this year? Did it
   work?**