Why the 2022 John Lewis Christmas Ad Matters

Every year, British retail giants John Lewis release a heart warming festive advert, and 2022’s edition has been met with both praise and criticism. Ranked as the 3rd best Christmas ad of this year (Saville, 2022), ‘The Beginner’ tells the story of a soon-to-be foster father learning to skateboard, trying his best to fit in practice sessions between his regular 9 to 5; at first, it appears as though he may be pursuing a hobby simply to escape the mundaneness of life, as much as it may hurt and frustrate him. It’s then revealed that he’s doing it to share a common interest with a teenager he’s fostering, who arrives at his doorstep with her own skateboard, nervous about joining a new family for Christmas (John Lewis, 2022). Viewer opinions seem to be divided; on the one hand, some appreciate the sentiment that the idea of a picture-perfect biologically-related family on Christmas doesn’t have to set the standard for ‘traditional’ norms. On the other hand, some viewers have noted that the ad could be misinterpreted and any foster children watching might receive the wrong message (more on this later). You may also be wondering how 2022’s ad has compared to previous years — and what other elements have led to the public deeming it a success or a flop.