John Lewis’ new Christmas advert has launched and it’s dividing opinion this year

John Lewis has released its highly-anticipated Christmas advert for 2022 and, this year, opinions are divided.

The retailer has used its festive ad as an opportunity to raise awareness around fostering children over the Christmas period, with it centring around a middle-aged man teaching himself how to skate ahead of the arrival of a teenager named Ellie who owns her own skateboard.

The short film, titled The Beginner, shows the man progressing with his skating skills, which result in a broken arm along the way.

Viewers are left questioning the motive behind his new hobby until the final scene, which shows a social worker arriving at his door with young teenager Ellie, who has arrived at her new foster home armed with her own skateboard.

As Ellie stands nervously at the door, she notices the skateboard, to which the man raises his broken arm and says: “Oh yeah, I skate a bit too”. 

The ad, made in partnership with charities Action for Children and Who Cares? Scotland, ends by informing viewers that there are over 180,000 children in the British foster care system, before revealing the retailer has made a pledge to support the futures of young people from care.

John Lewis said that ‘in a challenging year, we felt it was important to demonstrate that it’s what we do that matters most’, adding it was proud to use its Christmas ad to ‘generate conversation and action around an often overlooked issue’.

Many viewers were quick to praise the retailer for using their now-famous Christmas advert to highlight such an important issue. One social media user wrote: “The best JL ad in years! Lovely sentiment and really sends a message”.

Another commented: “Bravo to @JohnLewisRetail for their understated Christmas ad which highlights children in care. Just goes to show a simple well told story can be just as effective as a budget busting epic, perhaps even more so.”

A third commented on her own experiences in the foster system, writing: “I’ve been in foster care most of my childhood, and I’ve never felt that most people were truly aware the enormity of the care system and the benefits to children like me.

“So waking up to this was the best Christmas present I could hope for. Thank you @JohnLewisRetail”.

However, not everyone was too impressed with this year’s ad, with some even accusing the retailer of exploiting the issue of children living in care.

One person wrote: “First was dogs for Christmas, now it’s children in care for Christmas?! Kids living away from home and their reality is so much more than this rosy tinted image, they need care all year.

“Christmas is one of the most difficult times and JL is exploiting this. Disappointing.”

Others even found issue with the lack of festivities, with one person writing: “Just rethink and check what is the main reason for Christmas. I don’t see any nativity in the ad.”

John Lewis’ director of customer Claire Pointon said: “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.”