John Lewis Christmas advert 2022: Retailer releases new commercial entitled The Beginner
08:25, 10 November 2022
updated: 12:21, 10 November 2022
John Lewis has released its new Christmas advert - which this year raises awareness of children in care.
The commercial features the heart-warming story of a middle-aged man who takes up skateboarding in an effort to bond with he foster daughter who is set to move in with the family.
As is the tradition with these advertising spots, the retailer has set the ad to a cover version of a pop track - in this case a reworked version of All the Small Things by Blink-182.
The advert - entitled The Beginner - shows the protagonist as he struggles to master the art of skating, before the youngster arrives at the family's door.
In a statement released to support the new campaign, John Lewis said: "This year's Christmas ad tells the story of a big-hearted man who takes up a certain new hobby a little later in life than you'd expect.
"Although he struggles initially, he never gives up - despite the bumps and scrapes. And, after a few weeks, he begins to get the hang of it.
"But then, with a ring of the doorbell, it becomes clear what - or who - all his efforts have been for. Because it’s what we do that matters most."
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