It wouldn't be the run-up to Christmas without the festive adverts that dominate our TV screens in the weeks leading up to the big day.
We have already seen Asda, Sainsbury's, Lidl and Boots release their offerings for the forthcoming festive season in recent days.
But one shop which has become known for its Christmas adverts over the years is John Lewis - and the department store has finally unveiled its 2022 ad. And this year the chain is using its annual ad to raise awareness of children in care.
The 90-second advert, which is titled The Beginner, features a middle-aged man learning - and struggling - to skateboard. Viewers are left wondering the reason behind why the man is trying to master the skateboard until the final scene. It then shows a teenage girl, Ellie, holding a skateboard with a social worker arriving at his door and new foster home.
The advert is set to a cover of Blink 182’s All the Small Things by US artist Mike Geier
The ad was created with agency adam&eveDDB, with input from partner charities Action for Children and Who Cares? Scotland. The firm said it wanted to use it to 'generate conversation and action around an often overlooked issue'.
John Lewis director of customer Claire Pointon said: “We are fortunate to have a truly unique platform in our Christmas ad, which sparks a national conversation.
“At John Lewis we care deeply about families and recognise that they come in many different forms. For our biggest moment of the year, we decided to focus on one kind of family that is often overlooked.
“We are also very aware that not all care experience outcomes are as positive as Ellie’s. The home Ellie enters is filled with kindness and the foster father’s actions demonstrate that, ultimately, it’s what you do that matters most.”
The advert has been welcomed by Action for Children. Imran Hussain, director of policy and campaigns, said: “We are delighted to be working with the John Lewis Partnership on its iconic Christmas advert and applaud the company for its work and long-term commitment to shining a light on the issues facing some of the most vulnerable children in the country."
This year's advert does not feature product placement apart from two brief glimpses of the retailer’s Lewis Bear toy.
Customers can buy products including the £30 bear, £19 Lewis Bear pyjamas, a £5 Lewis Bear tote bag and a Rampage Skateboard for £34.99, with 25% of the sales going to the two affiliated charities.
A Giving Tree in stores will also invite customers to donate to the charities by taking a tag with a value of between £5 and £50 and scanning it with their shop.
You can see the new John Lewis Christmas advert at the top of the story.
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