Emotional Christmas advertising: This spot has a touching twist

Year after year, the British department store chain John Lewis relies on Christmas commercials that sometimes bring tears to the viewers’ eyes. So also in 2022.
But this time, viewers are in for a treat because the spot looks more like a short film than an advertising message. The commercial, entitled “The Beginner,” tells the story of a man who has set himself the goal of learning to skateboard. Only at the very end does it become clear what the supermarket chain’s advertising message is about: Because the man has the hardships on taken because he and his wife are taking in a foster child who is also an avid skateboarder. The ad’s statement: “It’s about what we do.” 25 percent of the proceeds from the few advertised products from the department store chain, such as the skateboard and a bear, are donated to two charitable organizations.