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.
Diving straight into a negative, one Guardian writer has described the advert as ‘the most unapologetically depressing thing in human history’ (Heritage, 2022). Make no mistake — John Lewis Christmas ads can hit hard if you’re on the emotional side, and it can be a mood-killer. Unfortunately, another cause for concern is the music choice: a slow cover of Blink-182’s ‘All The Small Things’ which seems like an odd fit given how much you’d want to dance, not cry, to the original. There’s no beautiful animation this time but that’s okay. What makes this advert particularly bittersweet and tangible is that the actors represent real people — not dragons or snowmen, who served the fictional characters used in previous years’ ads (as much as they were used as analogies for real-world issues too). 2019’s ‘Excitable Edgar’ is one of the most iconic John Lewis festive ads, telling the story of a toy dragon and his overenthusiastic fire-breathing which sets him apart from his peers (Saville, 2022). ‘The Beginner’ shares some common ground in the message it’s trying to convey: that just because you feel different doesn’t mean you don’t belong.
The most important aspect to consider is how the ad represents foster kids and carers, as this is the main message relayed to the viewers. The end of the ad features a tagline that states over 108,000 children are in the UK care system (John Lewis, 2022), so it’s no insignificant portion of the population that will relate to this on a personal level and hopefully appreciate being seen. The father’s dedication to finding common ground with the foster child is normalised, as you would hope for the same amount of effort from parents with their biological children. It seems like he’s willing to put his all into the new relationship, but the slightly awkward first greeting between the two isn’t dramatised — it’s realistic and relatable, and that’s what makes the ad a success. Furthermore, not only has John Lewis created a touching commercial shedding light on a sometimes heavy topic, but they’re also taking the appropriate action by working with children’s charities such as Home-Start and FareShare, and that’s what matters more.
However, some have a bone to pick about the way the ad transmits its message. It’s not explicitly clear whether the teenage girl showing up at the father’s doorstep is being fostered or adopted (Lury, 2022), and this confusion could lead to foster children not knowing whether they will only serve as a temporary addition to a family. Can they expect a long-term solution or are they just a gift for Christmas to be handed back after the New Year? Many kids will never find a home they’ll be comfortable in and cared for until they reach adulthood — they are branded as troublesome after years of trauma. The security of knowing you’re welcome beyond the festive period is needed.
While John Lewis may not have created the perfect Christmas ad (especially when compared to previous editions, because everyone has a favourite), it is fair to conclude they have done well. When supermarket chains announce their festive commercials each year, it could be enough to get many viewers into the festive spirit — to appreciate the simple joys of Christmas, but also to consider how others may be experiencing a holiday different to what they’re used to. This time of year can often be stressful, with work troubles, organising gifts, gloomy weather and cold, dark days, and it’s easy to forget that life can get difficult for everyone. But once again, John Lewis has spread awareness for a group of people who deserve every bit of recognition and support in the lead-up to a day that should be special for all.
Figure 1: A shot from the 2022 John Lewis Christmas ad, The Mirror.
References
Heritage, S. (2022). ‘John Lewis Christmas advert: the most unapologetically depressing thing in human history’, The Guardian [online]. 10 November. Available at: https://amp.theguardian.com/tv-and-radio/2022/nov/10/john-lewis-christmas-advert-2022-the-most-unapologetically-depressing-thing-in-human-history (accessed 27/11/22).
John Lewis (2022). The Beginner | John Lewis & Partners | Christmas Ad 2022 [YouTube video]. 10 November. Available at: https://youtu.be/1z0jfP2gCIs (accessed 27/11/22).
Lury, K. (2022). ‘Why the John Lewis Christmas advert makes me angry’, The Conversation [online]. 16 November. (https://theconversation.com/amp/why-the-john-lewis-christmas-advert-makes-me-angry-194668 (accessed 27/11/22).
Saville, A. (2022). ‘A definitive ranking of 2022’s Christmas adverts’, Timeout [online]. 21 November. Available at: https://www.timeout.com/uk/news/a-definitive-ranking-of-2022s-christmas-adverts-112122 (accessed 27/11/22).
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