John Lewis has launched its 2022 Christmas advertising campaign, using its much-anticipated festive campaign to highlight the difficulties faced by children who have experience of the care system.
The 90 second advert, titled ‘The Beginner’, was spearheaded by creative agency adam&eveDDB with input from partner charities Action for Children and Who Cares? Scotland. Specialist advisors were also used throughout the production process.
The ad – which also focuses on giving kindness in a year where the cost-of-living crisis is front of mind – is set to a soundtrack of All the Small Things, a cover of the Blink 182 track, performed by Mike Geier.
The retail group said it was “proud to use [our] Christmas advert as a way to generate conversation and action around an often-overlooked issue”, by demonstrating that “it’s what we do that matters most”.
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The campaign promotes the long-term Building Happier Futures programme announced by the John Lewis Partnership earlier this year. It centres around the retailer’s long-term commitment to help young people with experience of the care system in a number of ways, including finding meaningful careers.
The spot opens with a middle-aged man trying to learn to skateboard, until the final scene, when a social worker arrives at the house with a young teenager waiting anxiously to enter her new foster home, skateboard in hand.
John Lewis executive director Pippa Wicks said: “Turbulent times worsen social inequalities, and Christmas is a time when this can be most keenly felt.
“It’s more important than ever for our business to stand up and use our voice to make a difference where we can. Our Christmas campaign is an important step in our long-term plans to become the employer of choice for young people leaving the care system, and to provide lasting change and hope for children like Ellie.”
Director of customer Claire Pointon added that the retailer is “fortunate to have a truly unique platform in our Christmas ad, which sparks a national conversation. As a purpose-led brand, making a genuine difference in our communities is important.”
