Like LEGO, they’re taking a stand.
The John Lewis Christmas advert has charmed everyone that has seen it and a large part of its appeal is due to the magnetic version of Randy Crawford’s 1980 single One Day I’ll Fly Away, performed by the electronic trio, Vaults.
Aesthetically speaking, the advert is fine, but many people feel that this alternate Christmas advert from the Stop Funding Hate campaign is far more important. Why? Well, John Lewis is just one of the many companies that buy advertising in English newspapers that are renowned for spreading messages of fear, racism, hatred, hostility, xenophobia and jingoism.
The Stop Funding Hate campaign seems to be having an impact already. For example, the decision makers at LEGO recently decided to end their commercial interests with the Daily Mail for the “foreseeable future”.
In an open letter that was published on Twitter, Vaults have spoken about their involvement in the advert and their wish to remain unaffiliated with similar jingoistic newspapers.
To begin with, the band stressed that: “John Lewis is a great company. We looked into them before we pitched for the ad and agreed they had good ethics, treated their staff well and raised money for good causes”.
This being said, Vaults’ lead singer, Blythe Pepino, is an active campaigner for refugee rights and the band have been “appalled by the portrayal of some of the world’s most desperate people in the press.”
Vaults have also promised to donate any funds that they receive from the John Lewis advert, along with any money that’s raised in an upcoming gig, to the ‘Help Refugees’ charity that Pepino works with.
Here’s their statement in full.
A letter to our followers x pic.twitter.com/DNqYMozQbe
— Vaults (@vaults) November 25, 2016
This stance has already garnered plenty of praise.
This is wonderful @vaults @stopfundinghate. Would be amazing if @johnlewisretail followed suit ❤️ #goodwilltoall #stopfundinghate https://t.co/e5tp7JLOkj
— Gemma Chan (@gemma_chan) November 25, 2016
The @Vaults have announced they're donating all proceeds from their appearance in the #JohnLewisAdvert to @HelpRefugeesUK #GoodwillToAll pic.twitter.com/76075V6ylS
— Stop Funding Hate (@StopFundingHate) November 25, 2016
Amazing. The band on the John Lewis advert are officially endorsing @StopFundingHate. All profits they receive from the ad going to charity https://t.co/aGImJHRdx1
— The Sun Apologies (@SunApology) November 25, 2016
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