Nov 10, 2022
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John Lewis unveils caring for kids Christmas ad

Nov 10, 2022

It’s all about children, particularly those in care, this Christmas for John Lewis as the always-highly-anticipated ad campaign unveiled Thursday.


It’s called ‘The Beginner’ with the 90-second ad following on from the launch of the retailer’s wider ‘Building Happier Futures’ programme and its long-term commitment to help young people in care.

With the retailer highlighting that there will be an estimated 100,000 UK children and young people spending this Christmas in care, JLP said: “In a challenging year, we felt it was important to demonstrate that it’s what we do that matters most. We are proud to use our Christmas advert as a way to generate conversation and action around an often-overlooked issue.

“We want them to feel seen this Christmas and to inspire our customers to come together with us to make a real difference to those that need it. Through a heartfelt story of one man’s determination to connect with a child, we see the power that kindness can make to someone else’s life”.

Set to a soundtrack of All the Small Things, it opens with a Christmas backdrop and follows a middle-aged man as he struggles comedically to master the skill of skateboarding. We see through his determined eyes many failed attempts (while his partner watches on) and mishaps as he suffers a series of accidents.

Viewers are left questioning the motive behind his perseverance until the final scene, when there’s a knock at the door, revealing a social worker standing with Ellie, a young teenager who’s waiting to enter her new foster home, skateboard in hand. The significance of skateboarding to the protagonist becomes clear, understanding his resolve to find common ground and a way to connect with Ellie as she is welcomed into their family home.

The ad was created by adam&eveDDB with input from partner charities Action for Children and Who Cares? Scotland.

As part of the wider theme, John Lewis said it will also directly support children in care and young people leaving care through the Christmas period with donations of decorations, food and gifts. 

Children in care and their caregivers will also be invited into John Lewis to enjoy Santa’s Grotto experiences. And it will transform the communal spaces of selected residential facilities run by Action for Children with electronics, furnishings and decorations.

Meanwhile, its customers will be asked to support these aims by purchasing its Lewis Bear product range with 25% of the sales going to its charity partners. Products include Lewis Bear (£30), Lewis Bear pyjamas (£19), Lewis Bear tote bag (£5), and a Rampage Skateboard £34.99.

Customers will also be able to donate through its in-store giving tree by taking a tag from the tree with a value between £5-£50 and scan it with their shop.

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