John Lewis have released their 2022 Christmas ad today – and the most hotly anticipated seasonal advert of the year has already racked up hundreds of thousands of views on YouTube.
The song chosen for this year is a cover of All The Small Things, which is originally by 2000s rock band Blink182, and is here covered by Postmodern Jukebox. The song was chosen to fit the wider message of the ad – which is titled The Beginner, and reflects the idea that “it’s the things we do that mean the most”.
In the sweet clip, a middle-aged man can be seen trying to skateboard – with limited success. He and his wife are shown putting together their Christmas tree while he winces in pain from injuries he has sustained at the skate park. But he keeps going, and eventually gets better.
It then becomes clear why he is desperately trying to skate – a girl named Ellie arrives at their home, clutching her own skateboard. She is joining the family as a foster child, and on the screen, viewers are told over 108,000 children are in the care system in the UK. The man and Ellie chat about the boards, and she seems to get more comfortable in her new home.
John Lewis then share they are “making a long term commitment to support the futures of young people from care” as part of their Building Happier Futures programme.
This programme will see the department store offer scholarships and apprenticeships, help young people through education and work, and lobby the government for policy change. Shoppers can also purchase from a range of Christmas items, money from which will go towards supporting the programme.
John Lewis are not the only major store to release their Christmas advert, with Marks & Spencer sharing theirs, which also has a community focus, last week. Sainsbury’s, Asda and Lidl have also all released their seasonal ads – so the UK is fully in the festive spirit now.