The 90-second ad is entitled The Beginner and set to a cover of Blink-182’s All The Small Things by US artist Mike Geier
John Lewis has used its Christmas ad to raise awareness of children in care with the story of a middle-aged man learning to skateboard before welcoming a young teenager into the family home.
But it said that “in a challenging year, we felt it was important to demonstrate that it’s what we do that matters most”, adding it was proud to use its Christmas ad to “generate conversation and action around an often overlooked issue”. Alongside its longer-term work providing apprenticeship opportunities within the John Lewis Partnership for people leaving care, the retailer said it would make donations of Christmas decorations, food and gifts.
“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.”Charlotte Lock, pan-partnership customer director, added: “Turbulent times worsen social inequalities and Christmas is a time when this can be most keenly felt.
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