The eagerly anticipated John Lewis 2022 Christmas ad is being released today, Thursday November 10. It will raise awareness of children in care with the story of a middle-aged man learning to skateboard before welcoming a young teenager into the family home.
But the question many people will want to know is what time will the video be released. Media insiders understand that the video will be released at 8am this morning.
The 90-second ad, titled The Beginner and set to a cover of Blink-182’s All The Small Things by US artist Mike Geier, shows the man as he struggles painfully to master skateboarding in the build-up to Christmas.
Viewers are left questioning the motive behind his perseverance until the final scene, which shows a social worker arriving at his door with young teenager Ellie, who has arrived at her new foster home carrying her skateboard.
John Lewis said it understood that not all foster carers had the benefit of knowing who they would be looking after in advance and that its broader campaign also featured “authentic voices of carers” and “young people with different experiences of a complex care system”.
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