Celebrities including Benedict Cumberbatch, Olivia Colman and Nicola Coughlan appear in a comical promotional video ahead of the 2022 opening of the Choose Love Shop.
The shop, located on London’s famous Carnaby Street, sells essential supplies and life-changing interventions for refugees and displaced people around the world.
In the clip, Hassan Akkad, director and creative director of Choose Love, introduces the public to the concept of the store and its “short-time” employees.
“Every Christmas we take a few celebs who aren’t booked for a panto or a Christmas special and give them something worthwhile to do,” she says.
Cumberbatch grapples with the cashier job, while Colman is confused by the technology of the online store and Coughlan uses the store closet as a green room.
Other famous faces appearing in the clip include comedian Nish Kumar, Vick Hope, Deborah Frances-White and Aiysha Hart.
Dawn O’Porter, co-founder and longtime supporter of the Choose Love Shop, said, “The Choose Love Shop is now a staple of the holiday season.
“Especially now, as we read the newspapers every day and wonder what we can do to help, buying from Choose Love Shop offers people something that can make a real, tangible difference.”
The Choose Love store first opened in 2016 and offers punters the ability to “shop till you drop and walk away with nothing”.
Everything shoppers buy, from hot food to emergency shelter and more, is given to refugees and asylum seekers and can be purchased in the name of a loved one for a Christmas gift.
Previous celebrity employees have included Phoebe Waller-Bridge and Carey Mulligan, a cameo dummy by Noel Fielding, and Lena Heady who served coffee to customers in line.
According to Choose Love, the refugee crisis has hit new records this year, with over 100 million people estimated to be displaced worldwide.
The charity has added new items to help address some of these crises such as support for the disabled, fuel for heating and evacuations.
All funds raised through the shop go to support displaced people around the world, including Afghanistan and Syria, as well as supporting Ukraine Emergency Response, which the charity started earlier this year, now partnering with more than 70 organizations to help people of Ukraine.
The Choose Love Shop is open from 3 November to 24 December 2022 and is located at 15-17 Foubert’s Place in central London.
Since the charity started in 2015, it has helped nearly four million refugees and internally displaced people and has worked in over 30 countries with grassroots organisations.