The 2022 John Lewis & Partners Christmas advert is reducing viewers to tears – and “starting a national conversation” about children in care, charity leaders believe.
For the stripped-back ad, which is called ‘The Beginner’ and has a bare minimum of festive imagery, the retailer partners with Action for Children and Who Cares? Scotland.
Despite the absence of many traditional signs of Christmas, the advert – which was released yesterday – looks set to be one of John Lewis’ most successful yet.
It features a middle-aged man who is trying to learn how to use a skateboard. His efforts are determined, but all he gets for his hard work is a series of injuries.
Along with his supportive wife, he goes to a few parties, decorates a tree – then the doorbell rings.
They answer to see a girl with a skateboard, looking nervous.
The man points to his injured wrist, then to his own skateboard and the girl smiles.
It soon becomes clear that she is the couple’s new foster daughter, and the man’s skateboard travails were all designed to make the new member of their family welcome.
The message is underlined by the soundtrack – Big Mike Geier’s slowed-down acoustic version of Blink 182’s All the Small Things.
Since the advert’s release, social media has been buzzing with reaction – with numerous people reporting that it had reduced them to tears.
One commentator called it “a well-pitched message for a year when nobody wants much of a commercial hard sell”.
John Lewis and the charities hope the emotional response will encourage a greater focus on the 108,000 children in care across the UK this Christmas.
The retailer said it was proud to use its Christmas ad to “generate conversation and action around an often overlooked issue”.
Melanie Armstrong, Action for Children’s chief executive, said: “We want to start a national conversation about improving the lives of those in care.
“We believe this partnership will enable us to support and empower [them] as they make the transition into the adult world.”
Who Cares? Scotland chief executive Louise Hunter said: “We are absolutely delighted that the John Lewis Partnership will use its tremendous presence and platform to make a real difference to care-experienced people.
“We know that all children and young people need support, love and nurture in order to thrive, but for our children and young people with experience of care, those elements might not always have been present.”
John Lewis is giving 25 per cent of sales of selected Christmas products – such as a teddy bear, pyjamas and chocolates – to the two charities.
It will also donate food, decorations and toys to children’s homes across the country and it has announced plans to become the biggest national employer of people formerly in care.