The new John Lewis Christmas advert has been praised for ‘reading the room’ in a cost of living crisis.
Of all the blockbuster adverts that build hype to December 25, the John Lewis advert is the pinnacle with the highest expectation and, often, the biggest budget.
However, not for 2022.
When many will struggle to heat their homes this winter and children are going without meals, John Lewis took a slightly different approach with their new campaign.
The advert itself follows a middle aged man learning to skateboard – and he’s terrible.
He falls off his board more than he’s on it, and until the very end we have no idea why exactly he is so determined to become the next Tony Hawk.
And then in the closing moments, a care worker arrives at his front door with a teenager called Ellie, who is clutching a skateboard and anxiously preparing to step inside what might be her new home with her new foster parents.
John Lewis teamed up with two charities which specialise in looking after and helping children in the care system, Action for Care and Who Cares? Scotland.
As well as the poignant message behind the advert, viewers have applauded John Lewis for sensitively reflecting the feeling and very real difficult times felt by many.
‘The John Lewis Christmas ad isn’t what I was expecting. No high concept, no big budget, no CGI, just a really lovely heartwarming story which uses their platform to raise vital awareness for children in care. Well done @JohnLewisRetail You’ve read the room right. #TheBeginner,’ commended one fan of the ad while another said it exceeded all expectations.
They wrote: ‘I was absolutely prepared to be cynical about the latest production to come out of the John Lewis Christmas Ad machine. But, it’s a mini emotional masterpiece. And for a good cause. Hope it does some good.’
Another who grew up in care added: ‘As someone who grew up in foster care, mostly cared for by a wonderful family (with amazing siblings who were adopted and fostered too), this advert is good to see.
‘What’s better to see is that John Lewis & Partners are making an actual commitment to the futures of kids in care’
‘The story itself is based around kindness and how it’s what we do that matters most,’ a spokesperson from John Lewis told Metro.co.uk.
‘In this instance, Dad has learned to skate for the young Ellie.’
‘We launched a long term commitment in October with our Building Happier Futures program that supports people that are care experienced in a number of different ways and Christmas is very much kind of the start of that journey.
‘We felt it was the right year to use our advert, which we’re very grateful that lots of people wait for, to use as a platform to get topics spoken and raise awareness of what we care about as much as our charity partners.’
The John Lewis Christmas advert will air during I’m A Celebrity tonight at 9pm.