John Lewis is back with another heartwarming Christmas ad campaign for 2022. The 90-second ad is entitled The Beginner and is set to a cover of Blink-182’s All The Small Things by US artist Mike Geier.
It tells the story of a middle-aged man struggling to master skateboarding in the build-up to Christmas. Viewers are left questioning the motive behind his perseverance until the final scene, when a social worker arrives at his door with young skateboarding teenager Ellie, his new foster daughter.
The John Lewis Christmas advert campaign has become a staple part of the festive countdown in recent years, so much so that each ad usually has its own merchandise range to go with it. This year is no different - but you need to look hard at the advert to spot what will be on offer in stores.
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In the advert, you can spot two brief glimpses of the retailer’s Lewis Bear toy, which is on sale here for £30. The Rampage skateboard featured in the ad is also on sale in stores and online for £34.99.
Other products featured in the range include a Lewis Bear pyjama set for kids starting at £17 and a £5 Lewis Bear tote bag. You can also get a Lewis Bear bauble for your Christmas tree for £5. It comes in beige and teal.
John Lewis has said that 25 per cent of the sales will go towards charity partners Action for Children and Who Cares? Scotland.
In addition, a Giving Tree in stores will 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.
Last year, shoppers were able to buy a version of the Christmas jumper that Nathan gave to his extraterrestrial friend Skye in the advert 'Unexpected Guest'. It cost between £14 and £29 depending on size, with 10 per cent of the profits going to the charities FareShare and Home-Start UK. Every product in the 2021 advert was from John Lewis, and customers were able to “shop key scenes” from the advert online.
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