Christmas has officially arrived with the release of UK retailer John Lewis's The Beginner, a for purpose commercial via creative agency adam&eveDDB.
The 90-second clip follows the mishaps of a middle-aged man learning to skateboard.
We later learn he is putting himself through this humiliation and pain so he can be closer to a foster child, Ellie, a teenager, who is about to arrive for Christmas.
The music is Blink 182's All The Small Things by US singer Mike Geier.
The commercial is more poignant and low key than last year's alien encounter, Unexpected Guest.
Claire Pointon, director of customer at John Lewis says: “We are fortunate to have a truly unique platform in our Christmas ad, which sparks a national conversation.
"As a purpose-led brand, making a genuine difference in our communities is important. 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.”
Pippa Wicks, executive director at John Lewis, says: “Turbulent times worsen social inequalities, and Christmas is a time when this can be most keenly felt.
"It’s more important than ever for our business to stand up and use our voice to make a difference where we can. 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.”
This Christmas John Lewis customers can purchase Lewis Bear product with 25% of sales going to charities, Action for Children and Who Cares? Scotland. In the UK, an estimated 100,000 children and young people will spend this Christmas in care.
Credits
Creative Agency: adam&eveDDB
Media Planning & Buying Agency: MG OMD
Bios of lead actors:
John Paul Hurley, ‘Father’: John Paul Hurley is a British actor from South Yorkshire. His recent work includes TV series The Reckoning and The Lost King (2022). In 2007 he won best actor at the European Independent Film Awards in Paris for his role in the short 'Laid Off', which was filmed in Glasgow. In addition to his many appearances in populist television dramas he has also written the black comedy 'Ecclesiastical Supplies' which was staged in Glasgow in 2015.
Brooke, ‘Ellie’: Brooke Hart is a rising British actor who has had a number of film, commercial and theatre roles. In 2017 she starred in the NSPCC Say Something campaign. She played Paige in the National Theatre production of Love. Brooke attended Stagecoach, has a bursary at the Norwood school. She is a keen singer and holds qualifications from LAMDA.
Bio of Music Artist
‘Big’ Mike Geier, is a singer, actor, and entertainer based in Atlant,US Geier has garnered international fame through his most critically acclaimed act: a Pagliacci-type clown alter ego named Puddles Pity Party.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.