It’s a devastating reality that many families will be forced to choose between heating and eating this winter. As the cold winter chill sets in and gas prices spiral, Christmas will be threaded with worry for thousands of households this year.
The harsh economic conditions are something that John Lewis have kept in mind for this year’s Christmas advert. Having become renowned for their glossy, Hollywood-esque productions, this year’s ad is very different in tone as it celebrates how a little bit of empathy and kindness goes a long way.
Aiming to highlight children in the care sector, The Beginner shows a dad-to-be, played by Peaky Blinders actor John Paul Hurley, attempting to learn how to skateboard in order to build a connection with his foster child - who is an avid skateboarding fan - coming to stay for Christmas.
It’s a simple and sweet advert that avoids that cloying, sickly Christmas feel that some festive ads easily get tied up in. The budget for the advert was considerably lower than usual and a stark contrast to their 2018 multi-million pound Elton John production.
“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.”
“The ethos of the ad is what you do matters most,”Claire Pointon, Director of Customer, adds. “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.”
John Lewis shot the ad locally in London and worked with charities Action for Children and Who cares? Scotland to ensure that children in care were at the forefront of the campaign - which they expect to last beyond Christmas.
There are 108,000 children growing up in care in the UK and they are three times more likely to be homeless than attend university.It’s a startling statistic that John Lewis themselves are hoping to combat through a long-term plan of action by providing employment opportunities to those in care through work experience placements and schemes
“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.”
As well as being able to purchase a range of products, including a skateboard, customers will be able to donate money to the charities via ‘Giving Trees’ in store by taking a tag from the tree with a value of between £5 - £50 and scan it with their shop.
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.”
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
