John Lewis has kicked off the festive season, breaking with tradition in its annual campaign with a simple but moving ad to raise awareness of the challenges faced by children in care.
This year, the retailer’s Christmas ad focuses on a middle-aged man’s efforts to prepare for the arrival of a new foster daughter – Ellie – by trying to share her passion for skateboarding.
Titled ‘The Beginner’, the advert is set to a soundtrack of ‘All the Small Things’, a cover of the Blink 182 track, performed by Mike Geier.
From the opening scene, we follow the man as he struggles to master the skill of skateboarding, with many failed attempts and mishaps. Viewers are left questioning the motive behind his determination to learn how to skateboard 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, with a skateboard in her hand.
The significance of the skateboard becomes clear, as we understand the man’s resolve to find common ground and a way to connect with Ellie as she is welcomed into their family home at Christmas.
‘The Beginner’ was created with input from partner charities, Action for Children and Who Cares? Scotland, as well as specialist advisors throughout the production process.
Claire Pointon, Director of Customer at John Lewis, said that using its “unique platform” with this Christmas ad, the retailer hopes to spark a national conversation.
“We care deeply about families, and recognise that they come in many different forms. For our biggest moment of the year, we decided to focus on one kind of family that is often overlooked. We are also very aware that not all care experience outcomes are as positive as Ellie’s. The home Ellie enters is filled with kindness, and the foster father’s actions demonstrate that ultimately, it’s what you do that matters most.”
The advert follows the launch of the Building Happier Futures programme from the John Lewis Partnership; a long-term commitment to help young people with experience of the care system in a number of ways, including to find meaningful careers.
