This year’s John Lewis Christmas ad has arrived – and as
well as opting for a more important and straightforward narrative this year, the
company’s soundtrack choice is particularly great.
A cover of blink-182’s All The Small Things, performed by U.S. singer
Mike Geier, can be heard over the top of the minute-and-a-half-long ad – and
while the Enema Of The State classic isn’t by any means a Christmas staple, it
is relevant here as the main character of the advert tries to learn how to
skate in preparation for the arrival of his new skateboard-loving foster
daughter.
The whole thing is in aid of raising awareness for the UK’s care
system, in which over 108,000 children currently reside. According to The
Guardian, it was put together with the help of Action For Children and Who
Cares? Scotland.
“We could have heavily gone for Christmas magic and fun but that
didn’t feel the right thing to do this year with everything going on,” explains
John Lewis’ senior advertising manager Holly Kicul. “It felt the right thing to
use this platform we have to get this message [on carers] out. We wanted to
have laughter but in a different way to what we do normally.”
Watch John Lewis’ 2022 Christmas ad – entitled The Beginner
– below: