From dragons to penguins and now aliens, John Lewis has introduced viewers to a whole host of characters in its emotive Christmas adverts over the past few years. These immensely popular ads get viewers in the mood for Christmas and we’re loving this year’s offering which tells the tale of a man, his (old and new) family, and two skateboards.
Every year the Christmas season seems to start sooner than the last but, despite this year being no different (read: Oxford Street’s beautiful lights going on as soon as the calendar struck November), the ad has been released in its usual spot after coming out a week early last Christmas. This year, “The Beginner” opens with a man struggling to master the art of skateboarding, taking a few tumbles while others in the skatepark whizz past him.
Sequences interweave between him gradually improving at his hobby while preparing for Christmas, in between nursing his bruises with frozen peas — set to a slowed down ballad rendition of Blink 182’s “All The Small Things” (who had that on their festive bingo card?).
The advert ends with a knock on the door, with the family welcoming Ellie, a child in the care system who just so happens to be carrying a skateboard. As Ellie enters the house, connecting over which skateboard is cooler, a message reads: “Over 108,000 children in the UK are in the care system. We’re making a long-term commitment to support the futures of young people from care.”
Action For Children and Who Cares? Scotland are both committed to improving the lives of children during the tough winter period, and all year round.