A Giving Tree in stores will invite customers to donate to the charities by taking a tag with a value of between £5 and £50 and scanning it with their shop.Īlongside its longer-term work providing apprenticeship opportunities within the John Lewis Partnership for people leaving care, the retailer said it would make donations of Christmas decorations, food and gifts. The John Lewis Christmas advert 2022 campaign is set to a soundtrack of All The Small Things, a cover of the Blink 182 song by Mike Gier, and raises awareness of children in careĬustomers can buy products including the £30 bear, £19 Lewis Bear pyjamas, a £5 Lewis Bear tote bag and a Rampage Skateboard for £34.99, with 25% of the sales going to the two affiliated charities. It is almost entirely devoid of product placement except for two brief glimpses of the retailer’s Lewis Bear toy. The ad was created with agency adam&eveDDB, with input from partner charities Action for Children and Who Cares? Scotland. It follows the launch of the partnership’s Building Happier Futures programme to help young people with experience of the care system, including to move into the workforce. John Lewis said it understood that not all foster carers had the benefit of knowing who they would be looking after in advance and that its broader campaign also featured “authentic voices of carers” and “young people with different experiences of a complex care system”.īut it said that “in a challenging year, we felt it was important to demonstrate that it’s what we do that matters most”, adding it was proud to use its Christmas ad to “generate conversation and action around an often overlooked issue”. Viewers are left questioning the motive behind his perseverance until the final scene, which shows a social worker arriving at his door with young teenager Ellie, who has arrived at her new foster home carrying her skateboard.
The 90-second ad, entitled The Beginner and set to a cover of Blink 182’s All the Small Things by US artist Mike Geier, shows the man as he struggles painfully to master skateboarding in the build-up to Christmas.
John Lewis has used its Christmas ad to raise awareness of children in care with the story of a middle-aged man learning to skateboard before welcoming a young teenager into the family home.
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