John Lewis infuses fresh meaning to 'The Beginner' in Christmas 2022 ad

British department store John Lewis, which also owns the Waitrose supermarkets, always aims to spark conversation with its eagerly anticipated Christmas ad. How do you think they succeed with the 2022 edition? It launches the ‘Building Happier Futures’ programme, a long-term commitment to help young people with experience of the care system in a number of ways, including to find meaningful careers. The sense we might attach to the words 'The Beginner', as the campaign is titled, takes some turns during the 1'30" spot. The John Lewis Partnership teamed up with Action for Children and Who Cares? Scotland for the effort, which includes easy donation options for Christmas shoppers and 25% of proceeds on certain products - including a Rampage Skateboard - going to the two charities. "In a challenging year, we felt it was important to demonstrate that it’s what we do that matters most," said John Lewis, which was started as a radical experiment over a century ago and is now the largest employee-owned business in the UK, with over 80,000 employees who are all Partners. "We are proud to use our Christmas advert as a way to generate conversation and action around an often overlooked issue." Britain's department stores are under threat as a result partly of Covid lockdowns and other economic factors, and John Lewis itself closed several of its 50 stores nationwide in 2021. For people forced to shop online, the necessity didn't always replace the normal social interaction of shopping in person. As this ad demonstrates, the human touch and connection is still primordial despite our increasing dependence on tech. Action for Children said: “At Action for Children we want every child to have a safe and happy childhood. Every year, we work with over 40,000 children and young people in, or with experience of, the care system, and we know the challenges and poor outcomes they may face. We are delighted to be working with the John Lewis Partnership on its iconic Christmas advert and applaud the company for its work and long-term commitment to shining a light on the issues facing some of the most vulnerable children in the country. We believe this partnership will enable us to support and empower more children and young people as they make the transition from care into the adult world.” What's your response? Effective awareness-raising at a time when many of us aren't in the mood for over-consumption, a positive Christmas heart-warmer, a bit of a downer as we're reminded of our society's shortcomings, none or all of the above? And does it matter as long as the conversation opens up our minds and hearts to each other and help break out of the isolation and divisiveness of the Covid experience?

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