Another real tear jerker
John Lewis has used its Christmas ad to raise awareness of children in care with the story of a middle-aged man learning to skateboard before welcoming a young teenager into the family home. The 90-second ad, entitled The Beginner and set to a cover of Blink 182’s All the Small Things by US artist Mike Geier, shows the man as he struggles painfully to master skateboarding in the build-up to Christmas.
The ad was created with agency adam&eveDDB, with input from partner charities Action for Children and Who Cares? Scotland. John Lewis declined to reveal a budget. It is almost entirely devoid of product placement except for two brief glimpses of the retailer’s Lewis Bear toy. John Lewis director of customer Claire Pointon said: “We are fortunate to have a truly unique platform in our Christmas ad, which sparks a national conversation. At John Lewis we care deeply about families and recognise that they come in many different forms. For our biggest moment of the year, we decided to focus on one kind of family that is often overlooked.
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