John Lewis Breaks Tradition And Hones In On Human Family In 2022 Christmas Ad
By Mikelle Leow, 10 Nov 2022
When you think of holiday commercials, John Lewis’ impactful campaigns often spring to mind. Over the years, audiences have been introduced to fictional characters—from magical snowmen to penguins and aliens—and resonated with their stories of love and friendship.
This year, the UK department store is dialing back on the fantasy, instead focusing on human connection and care for youths in need. 2022’s festive commercial, entitled The Beginner, spotlights a middle-aged man desperately teaching himself to skateboard—and fumbling. No matter what, he picks himself up and tries again.
In the final moments of the film, viewers realize why he’s been so determined to get the hang of it. The door opens to reveal his new foster daughter, Ellie, carrying a skateboard. He’s been learning so foster parent and child can have at least one thing in common.
The stirring video is soundtracked with a cover of Blink 182’s All the Small Things, sung by American singer Mike Geier.
John Lewis then goes on to explain that “over 108,000 children in the UK are in the care system.” As per the Guardian, the spot was produced with the help of expert advice from Action for Children, a nonprofit providing practical and emotional care for children and young people; and Who Cares? Scotland, a voluntary organization ensuring children and youths feel respected and heard.
The Guardian reports that the advertisement cost about £7 million (US$8 million) to produce and broadcast on television and online, a significant reduction from how much John Lewis spent on many of its previous Christmas commercials.
The visuals, as well as plot surrounding a very human foster family, are a contrast from the big-budget spots of CGed and animated creatures John Lewis has been known for. The retailer points out that, with rising costs affecting families far and wide, it would be insensitive to ignore their stories and struggles.
Holly Kicul, senior advertising manager at John Lewis, says that the company decided to forgo the usual “Christmas magic and fun” because it “didn’t feel [like] the right thing to do this year,” considering the challenges of this year. Rather, the brand wants to bring recognition to caregivers, all while retaining the joy its advertisements have always elicited.
Claire Pointon, the high-end department chain’s customer director, notes that the aim of the creative is to stop audiences in their tracks and make them ponder: “How can I help?”
In line with its festive efforts, John Lewis’ stores will put up giving trees with tags that patrons can pick up to donate anywhere from £5 to £50 to the children and youth’s charities at checkout.
Furthermore, customers will be able to purchase a Lewis Bear, themed pajamas, baubles, tote bags, a Waitrose Christmas Yule Log, as well as a skateboard, with a small portion of the proceeds going to Action for Children and Who Cares? Scotland.
[via The Guardian and BBC, video and cover image via John Lewis]