The John Lewis Christmas advert has become synonymous with the build-up to the festive season and this year's 90-second commercial is all about raising awareness of children in care. The song, as always, is an important element to story and this year's cover is no different.
Titled 'The Beginner', the ad shows the story of a middle-aged man learning to skateboard before welcoming a young teenager into the family home. As always, the mini-story is set to a cover of a hit song, previous years have seen Oasis' Half The World Away and The Smith's Please Please Please Let Me Get What I Want.
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”.
