It's not really Christmas until the John Lewis Christmas advert has come out, right? Yep, it's official: the festive season has begun, you can crack on with your Christmas shopping now, etc etc.
This year's advert tells another sweet story that will warm your cockles, no doubt, with the short film (of sorts) following a novice skate boarder, who proves the motto of ‘try, try, try again’ will pay off eventually – as pushes through a series of mishaps before finally nailing his trick. (All set to Mike Geier's acoustic cover of Blink 182's All the Small Things, no less.)
And even better, the John Lewis Christmas advert for 2022 has been produced in partnership with charities Action for Children and WhoCares? Scotland, shining a light on the experiences of young people growing up within the care system in the UK.
"Having a home is the foundation of everything."
Christmas is the twinkly backdrop to the advert, which sees our middle-aged skate boarder continuing to try to perfect his new skill – before we find out why. Towards the end of the scene, we see a social worker standing with Ellie, a young teenager who is waiting anxiously to enter her new Foster home, skateboard in hand.
The significance of skateboarding to our determined main character becomes clear, as we understand his resolve to find common ground and a way to connect with Ellie as she is welcomed into their family home. No, you're crying.
You can watch the 2022 John Lewis Christmas advert here:
A press statement from John Lewis read: “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. We want them to feel seen this Christmas and to inspire our customers to come together with us to make a real difference to those that need it. Through a heartfelt story of one man’s determination to connect with a child, we see the power that kindness can make to someone else’s life.”
Through its Building Happier Futures programme, John Lewis has pledged to support projects from organisations within the care sector that are working to build happier futures for care experienced people, helping to prepare them for employment as well as providing direct apprenticeship opportunities within the John Lewis Partnership. Here's to a happier Christmas.
In one supermarket the cost of ten, basic maxi pads had doubled over the past year.
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