John Lewis' Christmas Ad Tells Unexpected Family Story to Champion Children in Foster Care

This is a different creative direction for the brand, which typically veers into fantasy for the holiday season

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The U.K.’s most anticipated ad of the year—retailer John Lewis’ Christmas campaign—is here, and this time it highlights a serious societal issue behind its typically emotive story.

The ad, titled “The Beginner” and created by the brand’s long-time agency adam&eveDDB, raises awareness of the many children who are in the foster care system, but through the lens of an unexpected family tale.

The narrative follows a middle-aged man’s comedic efforts to learn how to skateboard. The task consumes him, whether he’s sneakily watching how-to videos in the office or spending evenings at the skate park among teenagers.

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