The John Lewis 2022 Christmas advert is here — and it spreads a particularly poignant message of raising awareness of children in care over the holiday period and beyond
John Lewis has used its Christmas advert to raise awareness of children in care with the story of a middle-aged man learning to skateboard before welcoming a young teenager into the family home.
But it 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 advert to “generate conversation and action around an often overlooked issue”. 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.
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. “Our Christmas campaign is an important step in our long-term plans to become the employer of choice for young people leaving the care system and to provide lasting change and hope for children like Ellie.”
It warned in September of a “highly uncertain” end to the year — including the peak Christmas season — as the cost crunch affects consumer spending.
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