The John Lewis Christmas advert has been around for over a decade now. Oh, the things it has seen in that time. Two monarchs. A deadly global virus. About 15 or so prime ministers. In fact, it has been around for so long that it is now possible to divide the adverts into three clear groups. There are adverts about people being lonely at Christmas. There are, bizarrely, adverts about a succession of non-humans effing everything up for everyone. And then there are the message ones. It galls me to announce that this year’s John Lewis advert is a message one.
The advert, entitled The Beginner, sees a middle-aged man repeatedly try and fail to learn how to skateboard. He skates in parks. He skates under his desk at work. He uses his skateboard as an impromptu wheelbarrow for his Christmas tree. Again and again, he drives his body to the point of destruction. And for what? To look cool? To be more like his heroes, the Teenage Mutant Ninja Turtles?
