- Launched: November 10, 2022
- Soundtrack: Cover of Blink 182's All the Small Things, by Scott Bradlee’s Post Modern Jukebox ft. Puddles Pity Party
- Length: 1 Minute 30 Seconds
- Agency: Adam&EveDDB
- Charitable Focus: Promotes the long-term 'Building Happier Futures' programme
John Lewis: The Beginner
Set against the backdrop of Christmas, the story follows a middle-aged man humorously struggling to learn how to skateboard. Through his determined eyes, we witness numerous failed attempts and accidents as he persistently tries to master the skill.
The reason behind his dedication remains unclear until the final scene, when a knock on the door reveals a social worker standing with Ellie, a young teenager nervously waiting to enter her new foster home, holding a skateboard. At that moment, the significance of skateboarding to our protagonist becomes evident — his efforts were a way to find common ground and connect with Ellie as she is welcomed into their family.
Soundtrack
John Lewis has never shied away from using a song cover. This time we hear a tender, acoustic version of Blink-182’s “All The Small Things”, complementing the adverts narrative. The cover is by an artist called Michael Geier under the pseudonym: Puddles Pity Party.
Don’t fix what isn’t broken
We all know the festive tradition of the John Lewis ad works, and the retailer is not about to reinvent the wheel this year – it’s stuck to the tried and tested route of ad agency Adam&EveDDB to produce a typically heart-wrenching story.
Building Happier Futures
By collaborating with organisations Action for Children and Who Cares? Scotland, the ad emphasises the significance of finding meaningful ways to connect with vulnerable children and teenagers who may feel anxious or isolated in their new environment.
The 90-second advert 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.
Through the Building Happier Futures programme, the John Lewis Partnership supports projects from organizations within the care sector that are working to build brighter futures for care-experienced individuals. This initiative helps prepare them for employment and offers direct apprenticeship opportunities within the company.
The John Lewis Partnership also provides direct support to children in care and young people leaving care during the challenging Christmas period, donating decorations, food, and gifts. Children in care, along with their caregivers, are invited to experience the magic of Santa’s Grotto at John Lewis stores. Additionally, selected residential facilities run by Action for Children will have their communal spaces transformed with electronics, furnishings, and decorations.
Merchandise
Customers can donate through the in-store Giving Tree, where they can select a tag with a value between £5-£50 and scan it at checkout to support the partner charities. They could also contribute to these efforts by purchasing Lewis Bear products, with 25% of the sales going to charity partners Action for Children and Who Cares? Scotland. Available products include:
Social Media Engagement
We took to X.com to see how the nation’s viewers are reacting. It seems even Microsoft was touched by the ad!
So beautiful! 😢
— Microsoft UK (@MicrosoftUK) November 10, 2022
30 years spent in children's safeguarding, well done for raising awareness of positive fostering . Emotional relationships last into adulthood, a real gift.
— Sarah O (@palimpsest22) November 10, 2022
To wrap it up...
John Lewis nails it again with “The Beginner”—a perfect blend of heart and humour that’ll make you laugh, tear up, and maybe even want to dust off a skateboard! It’s classic Christmas magic, complete with a nostalgic pop cover and a heartfelt nod to fostering.
