It's finally here. The ad we've all been waiting for. But rather than resorting to a friendly alien, as John opted for last year, the retailer has stayed a little closer to reality, bringing something more meaningful by raising awareness of children in care. It follows the launch of the Partnership's ‘Building Happier Futures' programme, a long-term commitment by to help young people with experience of the care system in various ways, including finding meaningful careers.

As you'd expect, the 90-second spot, titled The Beginner, focuses on the sentiment that it's what we do that matters most. From the opening , with Christmas as a backdrop, we follow a middle-aged as he struggles comedically to master the skill of skateboarding. We see through his determined eyes many failed attempts and mishaps as he suffers a series of accidents. We're left questioning the motive behind his perseverance until the final scene when there's a knock at the door. We see a social worker standing with Ellie, a young teenager waiting anxiously to enter her new foster home, skateboard in hand. The significance of skateboarding to our protagonist becomes as we understand his resolve to find common ground and a way to connect with Ellie as she is welcomed into their family home.

Set to the soundtrack of All the Small Things, a cover of the track performed by feat. Puddles Pity Party (Mike Geier), it'll no doubt spark a few tears this Christmas. More importantly, it will hopefully encourage millions of us to support John Lewis in its mission by purchasing from its Lewis Bear range, where 25% of the profits will go to and – the partner charities that worked with adam&eveDDB, as well as specialist advisors, to create the ad.

The Beginner | John Lewis & Partners | Christmas Ad 2022

It's the things we do that mean the most. 🛹