It's not a song many would associate with Christmas or John Lewis, but the department store has somehow managed to transform noughties punk rock song All The Small Things into a festive ad hit.
But in the place of Blink-182's electric guitars and Tom DeLonge's distinctive nasal vocals is a softer piano melody and gruff crooning of Atlanta-based singer Mike Geier.
Despite the change in sound, the lyrics still echo a song of love and describe a sweet gesture made by a loved one. The 2000 hit was originally inspired by DeLonge's girlfriend at the time, Jennifer Jenkins, who left roses for him on the stairs - a simple, sweet act of kindness.
Knowing the origin of the original song, it's unsurprising why John Lewis chose the song to be part of this year's heartwarming Christmas advert.
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 the skateboard as a key element within the advert, tying the foster dad in with the daughter, the punk rock classic helps stitch the whole story together.
“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.”
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.”
John Lewis are raising money for charities Action for Children and Who cares? Scotland through the sale of a number of products - including skateboards - and ‘Giving Trees’ in stores, which allow customers to take a tag from the tree with a value between £5-£50 and scan it with their shop.
Among the products available to buy - of which 25% of the money goes to charity - includes:
Products available for purchase (of which 25% of sales go to charity) include:
- Lewis Bear £30
- Lewis Bear pyjamas £19
- Lewis Bear tote bag £5
- Lewis Bear Chocolate slims £5,
- Lewis Bear Bauble Head £5
- Rampage Skateboard £34.99
