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John Lewis 2022 Christmas Advert: The Beginner

John Lewis 2022 Christmas Advert has landed and this year it raises the awareness of children in care and demonstrates the power of kindness. Watch here:

Watch the full John Lewis The Beginner advert below…

Christmas is coming around fast and that can only mean one thing – adverts! already we’ve seen Very, Studio and TKMaxx launching festive adverts earlier than ever before and now John Lewis has revealed its beautiful ad, showcasing how “power of giving kindness in a year where Britons seek hope”.

The 90 second advert, entitled ‘The Beginner’, follows the launch of the ‘Building Happier Futures’ programme from the John Lewis Partnership, which is a long-term commitment to help young people with experience of the care system in a number of ways, including to find meaningful careers.

The opening scene, with Christmas as a backdrop, follows a middle-aged man as he struggles comedically to master the skill of skateboarding.

John Lewis 2022 Christmas Advert: The Beginner

We see through his determined eyes many failed attempts and mishaps as he suffers a series of accidents. 

John Lewis 2022 Christmas Advert The Beginner - Trying to Skate

We’re are left questioning the motive behind his perseverance until the final scene, when there is a knock at the door.  We see a social worker standing with Ellie, a young teenager who is waiting anxiously to enter her new Foster home, skateboard in hand.

The significance of skateboarding to our protagonist becomes clear, as we understand his resolve to find common ground and a way to connect with Ellie as she is welcomed into their family home.

John Lewis 2022 Christmas Advert - Ellie

The Beginner’ is set to a soundtrack of All the Small Things, a cover of the Blink 182 track, performed by Mike Geier. 

Imran Hussain, Director of Policy & Campaigns, Action for Children, says: “At Action for Children we want every child to have a safe and happy childhood. Every year, we work with over 40,000 children and young people in, or with experience of, the care system, and we know the challenges and poor outcomes they may face. We are delighted to be working with the John Lewis Partnership on its iconic Christmas advert and applaud the company for its work and long-term commitment to shining a light on the issues facing some of the most vulnerable children in the country. We believe this partnership will enable us to support and empower more children and young people as they make the transition from care into the adult world.” 

Like previous adverts from John Lewis, you are able to buy merchandise with this year’s Lewis Bear where 25% of the sales from these items will go to our charity partners (Action for Children and Who Cares? Scotland).

Products include; Lewis Bear £30, Lewis Bear pyjamas £19, Lewis Bear tote bag £5, Lewis Bear Chocolate slims £5, Lewis Bear Bauble Head £5, a Rampage Skateboard £34.99 and a Waitrose Christmas Yule Log. Customers can also donate through our in store giving tree.  A Giving Tree in our stores will invite customers to donate to our partner charities by taking a tag from the tree with a value between £5-£50 and scanning it with their shop.