As an annual Christmas gift to the world, this year's John Lewis Christmas ad was released on November 10, this year called "The Beginner", which tells the story of an uncle who is new to skateboarding.
看视频：（BGM 是 Scott Bradlee's Postmodern Jukebox《All the Small Things》）
John Lewis's Christmas commercials in the past 3 years have all had sci-fi or cartoon elements, such as "Unexpected Guest" last year, when the alien girl Skye dropped to Earth, in 2020, an ad created by 8 artists with a different style, and 2019 is the impressive little fire dragon.
This year's advertisement is completely realistic, and it turns out that the uncle is trying to learn skateboarding in order to get closer to his skateboarding daughter, who is about to be adopted. Seeing the girl go from nervous to relaxed, the two began to discuss how to put stickers on the skateboard, which made people smile and warm their hearts - this is how John Lewis's Christmas ads make us feel every year.
Every year, Christmas advertisements will have a Christmas tree link, and this is actually the part that brings goods
The originally nervous girl saw the skateboard in the foster home
The expression suddenly relaxed
This is one of the few Christmas ads by John Lewis that does not bring goods (in the past, John Lewis's Christmas ads were great, but in fact, most of the ads were to bring goods - domestic advertisements should actually learn to learn that people both bring goods and not be offensive), in recent years, only the 2020 Christmas ads did not bring goods, which was to call for unity and love in the context of the epidemic.
John Lewis hopes to get more people to pay attention to the foster care system and charities, especially the children under the foster care system, whether they can have a healthy and safe environment to grow up, whether they feel noticed and valued, which will determine their future lives.
According to John Lewis, there are around 108,000 children in the UK in the foster care system, "they often feel forgotten or isolated" and they "need a good Christmas and everyone's attention". Introducing the ad, John Lewis said that "it's the most meaningful thing we do," and "even if you just see the ad, it already means a lot."
See behind-the-scenes footage:
After the advertisement was released, quite a few netizens who had been in foster care left messages on John Lewis' YouTube channel, expressing their gratitude to John Lewis for paying attention to this topic.
A small detail, at the same time as the advertisement was released, the John Lewis official website logo has been changed to a version with a skateboard
Social platforms have also been modified simultaneously
And this is not just an advertisement for John Lewis. Following the announcement, John Lewis also announced that he had teamed up with two welfare organizations to create the Building Happier Futures project, promising long-term support and assistance to these children. The project is open to donations, and during this Christmas season, 25% of sales from John Lewis for selected merchandise such as skateboards will be invested in the project.
Of course, it's not absolutely unscrupulous, John Lewis Christmas ads usually appear Christmas trees, the decorations on them are usually the new models of the season, in addition to chocolates, pajamas, backpacks, canvas bags, etc. (but the most conspicuous Vans skateboard shoes in the advertisement are really not among them...). ）。
Products labeled "Shop Happier Futures" will receive 25% charitable donations, which will be John Lewis' long-term project.