Thursday 10 November 2022: Today at 8.00am, John Lewis launches its 2022 Christmas advertising campaign. The 90 second advert, entitled ‘The Beginner’, follows the launch of the ‘Building Happier Futures’ programme from the John Lewis Partnership, which is a long-term commitment to help young people with experience of the care system in a number of ways, including to find meaningful careers.


In a challenging year, we felt it was important to demonstrate that it’s what we do that matters most. We are proud to use our Christmas advert as a way to generate conversation and action around an often overlooked issue.




There are an estimated 100,000 children and young people who will spend this Christmas in care this year, and we know that many young people who have experienced care as children can often feel isolated and forgotten, particularly at Christmas. We want them to feel seen this Christmas and to inspire our customers to come together with us to make a real difference to those that need it. Through a heartfelt story of one man’s determination to connect with a child, we see the power that kindness can make to someone else’s life.


The Beginner

‘The Beginner’ was created by adam&eveDDB with input from partner charities Action for Children and Who Cares? Scotland, as well as specialist advisors, throughout the production process. From the opening scene, with Christmas as a backdrop, we follow a middle-aged man as he struggles comedically to master the skill of skateboarding. We see through his determined eyes many failed attempts and mishaps as he suffers a series of accidents.


Viewers are left questioning the motive behind his perseverance until the final scene, when there is a knock at the door. We see a social worker standing with Ellie, a young teenager who is waiting anxiously to enter her new Foster home, skateboard in hand. The significance of skateboarding to our protagonist becomes clear, as we understand his resolve to find common ground and a way to connect with Ellie as she is welcomed into their family home.


Children in the UK enter the care system via many different routes, and we understand that not all foster carers have the benefit of knowing who they will be caring for in advance. Ellie’s story is one portrait and our broader campaign also features authentic voices of carers and care experienced young people with different experiences of a complex care system.