John Lewis ad slammed for lack of face masks and social distancing

JOHN Lewis has been slammed by viewers for the lack of face masks and social distancing in its new Christmas advert.

The two-minute clip, which is a joint advert with sister retailer Waitrose, was finally released this morning and celebrates little acts of kindness.

Animated characters in the John Lewis advert are seen without masks on the bus

Titled Give a Little Love, the advert was inspired by good deeds during the coronavirus crisis.

Instead of telling just one story, the new clip is made up of nine scenes, each of which are made up of different arts forms – including live action, animation, CGI and claymation.

Each scene features an act of kindness, with the clips connected together by a heart emblem that’s passed between people.

But some people are concerned that characters in the new advert aren’t wearing face mask or appear to not be following social distancing rules.

None of the felt animated characters are wearing masks

Another scene shows a man laughing about a Christmas cracker joke on the tube, also without a mask

John Lewis fans have been complaining to the retailer on Twitter

For example, there is a felt animated scene where a little girl on a bus is helped by a nurse when her glasses break.

Viewers pointed out that they aren’t wearing masks.

While another character in an animated scene rides on the tube and he is also maskless.

Complaining on Twitter, one person said: “Disappointing scenes from the John Lewis Christmas advert , as no one adhering to the face masks on public transport rule…”

Another person added: “Distinct lack of social distancing and mask-wearing on the John Lewis Christmas advert.”

A third said: “Disappointed by the lack of face masks and social distancing on the new John Lewis Xmas advert.”

A fourth said: “Only thing missing was social distancing and masks other than that was OK I suppose for the current climate we’re in.”

But John Lewis was quick to point that the scenes are fiction – and the ad has been made with escapism in mind.

The majority of the advert is made up of animation, with only two scenes using real life actors.

For these parts, a spokesperson for John Lewis and Waitrose said strict social distancing rules were followed.

A spokesperson added that their advert was purposefully “fictitious” in order to give viewers escapism.

They said: “The worlds we have created in this ad are very clearly fictitious and not rooted in reality, so we chose not to reflect everyday reality in each scene.

“Give a Little Love is a long-term platform for social good, so we wanted to avoid portraying characters in a way that would too narrowly restrict the message to the current climate.”

John Lewis has also released an additional 30-second advert on the side – which encourages people to donate to this year’s partner charities Home-Start and FareShare.

The new advert features an original song by British soul singer Celeste instead of a cover.

Viewers have also been complaining after the heart-shaped umbrella from the advert sold out online.

John Lewis and Waitrose & Partners are on a mission to raise £4m for charities plus £1m for local charities this Christmas and we need your help to give a little love

This post first appeared on thesun.co.uk