John Lewis & Partners has unveiled its 2022 Christmas ad, which forms part of its long-term commitment to help young people in the care system enter employment.
“The beginner” by Adam & Eve/DDB – the retailer’s long-standing agency – tells the story of a man learning to skateboard.
He is seen practising in the street, injuring himself, trying to perform tricks and watching how-to videos when he is supposed to be working. In the background, his partner is organising things for someone’s arrival.
At the end it transpires that the couple has been preparing for the arrival of a new foster daughter, Ellie. When the man answers the door it is revealed that he has been trying to find a common interest with Ellie as she is seen holding a skateboard.