John Lewis has finally launched its Christmas advert for 2022 and this year, the product line to go alongside it has been slimmed down.
The cost of living crisis is a key motivator behind this, with John Lewis reflecting more on a message of kindness rather then buying things.
This year’s festive campaign is centred around a middle-aged man (played by John-Paul Hurley) as he decides to take up skateboarding.
The clip - entitled “The Beginner” and set to a cover of Blink 182’s All The Small Things by Mike Gier - shows as he stumbles and falls as he desperately tries to get the hang of it.
It’s not until the end of the advert that we see the reason why he is persevering.
The final scene shows a social worker standing with a young teenager called Ellie (played by Brooke) who is waiting anxiously to enter her new foster home, carrying a skateboard.
This year, John Lewis is donating 25% of the sales of its merchandise from the campaign to its partner charities Action for Children and Who Cares? Scotland - and yes, there is a skateboard.
Products going on sale from today are:
- Rampage Skateboard - £34.99
- Lewis Bear - £30
- Lewis Bear pyjamas - £19
- Lewis Bear tote bag - £5
- Lewis Bear chocolate slims - £5
- Lewis Bear bauble head - £5
Customers can also donate money to charity via "Giving Trees" in stores by taking a tag from the tree with a value between £5 and £50 and scanning it in their shop.
The new Christmas advert follows the launch of the “Building Happier Futures” programme from the John Lewis Partnership, which is a long-term commitment to help young people in the care system.
This year’s campaign is in keeping with the current economic climate, as the cost of living crisis continues to hammer household finances.
Normally a glossy Hollywood production, this year's John Lewis advert has opted for a quieter, simple, locally shot clip.
“No big special effects, no snow machines,” Rosie Hanley, John Lewis’ Head of Brand and Marketing, told The Mirror.
“We were very thoughtful about making sure that the cost of this production was very suitable to the environment that we’re in.”
