Blink-182 probably isn’t the first band that pops into your head when you think of a Christmas advert - and neither is a middle-aged dad attempting to ride a skateboard.
Yet both elements are combined to produce this year’s sweet, decidedly low-key, festive John Lewis ad that’s worlds away from the department store’s 2018 multi-million pound Elton John production.
Titled ‘The Beginner’, the advert follows a dad trying his best to learn how to skateboard in a bid to connect with a young girl he and his wife are welcoming into his home. It’s a subtle, heartwarming story highlighting how a little bit of empathy and kindness can go a long way.
With Atlanta-based singer Mike Geier gruffly crooning a unique rendition of 2000 hit All The Small Things in the background, the hapless dad, played by Peaky Blinders actor John Paul Hurley, is seen getting a skateboard and trying - and often failing - to ride it. After dragging in a Christmas tree and decorating the house, he finally cracks it in time to welcome a girl carrying her own skateboard into his home.
“Hey honey,” he says as a girl stands at the door with a social worker. When she notices his skateboard leaning against a wall, he shrugs. “I skate a bit too.”
“The ethos of the ad is what you do matters most,” Claire Pointon, Director of Customer, explains. “It’s very much the ethos of what you do with children - it’s what you do matters most. It’s a story of kindness. It’s a very different tone for us but we’re very excited for the future.”
The dramatic change of tone is an intentional one, unsurprising considering the UK is in the grip of a cost of living crisis. After all, it’s highly doubtful that John Lewis could flog £872 pianos again.
At the heart of this year’s ad campaign is supporting children in care - a part of society woefully neglected and three times more likely to be homeless than attend university.
There are 108,000 children growing up in care in the UK and John Lewis is hoping to raise awareness and provide life-changing opportunities that last longer than Christmas.
“Our commitment is not just for this Christmas,” Claire vows. The company is putting a long-term plan of action into place to provide employment opportunities to those in care through work experience placements and schemes.They are also aiming to provide financial training and support for mental health and trauma.
This year’s advert is in keeping with the current economic climate, trading its glossy Hollywood production for quieter, simple, locally shot advert.
“No big special effects, no snow machines,” Rosie Hanley, John Lewis’ Head of Brand and Marketing, tells us. “We were very thoughtful about making sure that the cost of this production was very suitable to the environment that we’re in.”
An important element for the brand was raising awareness of the shocking statistics for low employment among those that had grown up in care.
The choice to work with charities Action for Children and Who cares? Scotland came about two years ago when Partners decided that they wanted the department store to be “more purpose-led, focus on the things that matter and really represent our communities”.
“In care, the children are really neglected but - actually - the sector is neglected,” Ceira Thom, Head of Personnel, says. “There are very few companies or national charities working in this space. So what was really important to us is one, we worked with charities with credibility and a passion and determination to improve the lives of children and adults who are care-experienced.
“Action for Children is one of their critical pillars and Who Cares? Scotland are a smaller charity but are care-experienced specific. They have a huge reach across Scotland so the charity partners compliment everything that we want and route back to everything that we want to do.”
Imran Hussain, Action for Children’s director of policy and campaigns, has said that he is “delighted” that the charity is part of this year’s John Lewis Christmas advert, with the focus on such an important issue.
“What really impresses us is the seriousness in the way John Lewis has approached this,” he explained. “It’s not just about this Christmas - it’s longer term, it’s enduring.The sense that this is a meaningful commitment. We think it will change lives, we think it will change minds, beyond people in care out there seeing this moment being focused on them. It’s something really special.”
A skateboard is among the Christmas advert-themed products available to buy for £34.99, with 25% of sales going to John Lewis’ charity partners. Also available to purchase are Lewis bears (£30), Lewis Bear pyjamas (£19), Lewis Bear tote bag (£5), Lewis Bear Chocolate slims (£5), Lewis Bear Bauble Head (£5) and a Waitrose Christmas Yule Log.
Customers can also donate money to charity via ‘Giving Trees’ in stores by taking a tag from the tree with a value between £5-£50 and scan it with their shop.
