FOR some, John Lewis' advert means the Christmas season is officially underway.

This year it highlights the kindness of the British public during the pandemic after it questioned whether it would be appropriate to make the ad at all.

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The retail giant said it had considered shelving the production of its highly-anticipated annual marketing campaign but said charity partners persuaded it to go ahead.

John Lewis and Waitrose said this year’s advert, which was launched on social media this morning, is also intended to spark further acts of kindness.

It said it hopes the campaign, which runs under the strapline “Give a little love”, will support families in need over Christmas.

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The partnership said it is aiming to raise £4 million for two charities – FareShare, which helps those facing food poverty and Home-Start, which works with parents who need support – through the campaign.

It has pledged to match all customer donations up to £2 million.