It’s not just the foxes, badger and hedgehog which are jumping for joy in the new John Lewis Christmas television advert - staff at Cornwall Wildlife Trust are jumping for joy… and that’s without the use of a trampoline. 

John Lewis has chosen The Wildlife Trusts as its charity partner for this year’s advert which highlights the joy of wildlife in this country today.

As part of the partnership John Lewis will donate 10% of the retail price of a selection of cuddly toys linked to the advert sold in their stores and online to The Wildlife Trusts.

A Cornwall Wildlife Trust spokesman said staff were moved when they saw the advert for the first time as it reinforces the message its staff and supporters have been championing for over 50 years - namely that nature is a joy and that everybody, if they keep their eyes peeled at the right time, can have an animal encounter, either in the countryside or a suburban garden as in the advert.   

Keith Hambly-Staite, Trustee at Cornwall Wildlife Trust said: ’My four-year-old grand-daughter couldn’t keep her eyes off the John Lewis advert when we watched it on television this weekend.

’Wide-eyed, she started asking all sorts of questions about the different animals.

’Although fox cubs naturally jump in the air I’m not sure about hedgehogs, but we got round that! 

’It was the joy of the thing that impressed me and the bonding that took place between us was great.

’There can be no question that the endorsement of the wildlife movement this year by one of this country’s leading retailers can only be good for our key message - that wildlife can be found in the most unexpected places and can be a great encounter to be experienced by children and adults alike.’