Touching John Lewis Christmas Ad Shines a Light on Children in Care

There are an estimated 100,000 children and young people who will spend Christmas in care this year.
Still from 'The Beginner'


John Lewis & Partners


Adam & Eve/DDB

Biscuit Filmworks UK

The annual wait for the John Lewis Christmas ad is over as the retailer dropped a touching 90-second ad, called “The Beginner” which shines a light on children in care with the story of a man learning to skateboard before welcoming a teenager into the family home.

Created by Adam & Eve/DDB, the ad is set to a cover of Blink-182’s All The Small Things by US artist Mike Geier.

As we watch the middle-aged man giving it all day after day to hone his skateboard skills, with little success, viewers are left wondering what the motive behind his perseverance until the final scene when a social worker arrives at the door.


We will leave it at that and let you enjoy it for yourself.

According to the campaign, there are an estimated 100,000 children and young people who will spend this Christmas in care this year, and we know that many young people who have experienced care as children can often feel isolated and forgotten, particularly at Christmas.

“At John Lewis we care deeply about families, and recognise that they come in many different forms,” said Claire Pointon, Director of Customers at John Lewis.


“For our biggest moment of the year, we decided to focus on one kind of family that is often overlooked.”

A still shows the immediate bonding over skateboarding the man worked so hard for – complete with a sprained wrist.

“At Action for Children we want every child to have a safe and happy childhood,” said Imran Hussain, Director of Policy and Campaigns at Action for Children.

“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.”

The campaign also released “The Story behind John Lewis Christmas 2022: The Beginner.”

You can learn more about the important work the campaign is doing here.

The Staff

The Staff

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