Grab a tissue, because the John Lewis Christmas advert 2022 has arrived. Every year, we wait for the retailer to release its annual Christmas commercial for the festive season to really begin, as we prepare for the 90-second advert to give us all the feels. Last year’s alien-themed “Unexpected Guest” reminded us of the magic of Christmas and we have to say, they’ve done it again.
Titled “The Beginner”, the advert opens with a middle-aged man trying to learn skateboarding skills and struggling. Falling off multiple times, aching muscles making it difficult to decorate the Christmas tree, and watching skateboarding tutorials at work are just some of the moments we see as his wife looks on. On first glance, this seems like an odd hobby to suddenly take up, but he seems determined to nail the skill.
All becomes clear at the end of the John Lewis Christmas advert when the couple hear a knock at the door. Standing outside is a social worker and a young girl named Ellie, clutching a skateboard. He has been so focussed on skateboarding so that he has something in common with Ellie, to help her feel welcome in her new foster home. The advert then reads, “Over 108,000 children in the UK are in the care system. We’re making a long-term commitment to support the futures of young people from care.”
John Lewis has partnered with Action for Children and Who Cares?, and will be selling items seen in the advert including a bear, pyjamas, baubles and, of course, a skateboard with 25 percent of the sales donated to these charities. The other heart-wrenching element? The song. This all plays out to the tune of Blink 182’s “All the Small Things”, sung by American singer Mike Geier, to highlight that it’s the smallest actions that often have the biggest heart. And now there seems to be something in our eye . . .
There are huge expectations on the shoulders of John Lewis each year, and the Christmas advert often divides opinion, yet the message of the 2022 offering seems to have pulled at the heartstrings of the nation. “The king of UK Christmas ads. Beautiful and honest 👏👏👏”, one tweet reads. Another posted, “Delighted that @JohnLewisRetail partnered with our friends at @whocares on this Christmas Ad to raise awareness of children in care. Christmas is often a difficult time for care-experienced children and young people and initiatives like this help to build #careaware communities.”
John Lewis follows the M&S Christmas advert, which also has a strong moral compass supporting local communities, and uses Harry Styles “Treat People With Kindness” as its festive song, and Asda’s hugely popular Christmas advert which cleverly features Buddy the Elf as a Christmas supermarket worker. It feels as though retailers have upped their game for the Christmas adverts 2022 with creative ideas and important messages. Settle in with a mince pie and a Bailey’s hot chocolate to watch the advert above and then watch all the best Christmas adverts 2022. ‘Tis the season, after all!