Watch this year's advert in full 🎄
This year, 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.
What is the new John Lewis advert about? The new advert, entitled The Beginner, lasts around 90 seconds. In a ad, the man is shown as he struggles painfully to master skateboarding in the build-up to Christmas. Viewers are left questioning the motive behind his perseverance until the final scene, which shows a social worker arriving at his door with young teenager Ellie, who has arrived at her new foster home carrying her skateboard.
Can you buy the products from the John Lewis advert? The advert is almost entirely devoid of product placement except for two brief glimpses of the retailer's Lewis Bear toy. Shoppers can buy products including the £30 bear, £19 Lewis Bear pyjamas, a £5 Lewis Bear tote bag and a Rampage Skateboard for £34.99, with 25% of the sales going to the two affiliated charities.
Claire Pointon, John Lewis director of customer, 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.
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