John Lewis Christmas advert 2022: The Beginner song, theme and more
It's the *best* time of the year.
At long, long last, the highly anticipated John Lewis 2022 Christmas advert is upon us and, much like its predecessors, it’s certainly a tear-jerker.
Titled The Beginning, the advert follows a middle-aged man repeatedly trying and failing to learn to skateboard.
Is it to get fit? To be cool? No. It’s because he is about to foster a child who is also a keen skateboarder and is doing his best to make them feel welcome.
The retailer has teamed up with Action for Children and Who Cares? Scotland to bring the emotive premise to our screens.
So, without further ado, read on for your guide to the John Lewis Christmas advert 2022, including who sings the song this year.
When was the John Lewis 2022 Christmas advert released?
The John Lewis Christmas advert 2022 was released on Thursday 10th November, as we predicted.
The video landed at 6am on the John Lewis App for My John Lewis users, and at 8am for the general public.
It will premiere on TV during Thursday night’s I’m a Celebrity… Get Me Out of Here!.
- John Lewis Christmas adverts ranked - from Monty to Moz
What is the John Lewis 2022 Christmas advert about?
There was much speculation about the contents of the John Lewis Christmas advert, but no one managed to guess it in the end. The campaign this year centres around children in care, and is about how small acts of kindness can go a long way for a vulnerable child.
In the advert, titled The Beginning, a middle-aged man is on a mission to learn how to skateboard. He spends weeks trying to get to learn the difficult skill - and suffers some bumps and scrapes along the way! It’s revealed at the end of the advert what his hard work was all about. Along with his partner, he was expecting the arrival of a foster child, Ellie, who loves to skateboard.
Ellie is nervous at first about the new house, but softens when she spots the man’s skateboard - and accompanying poorly arm. The advert shows that a little act can go a long way, making Ellie feel comfortable in her new surroundings.
Speaking about the 2022 campaign, Pippa Wicks, executive director at John Lewis, says: "Turbulent times worsen social inequalities, and Christmas is a time when this can be most keenly felt. It’s more important than ever for our business to stand up and use our voice to make a difference where we can.
"Our Christmas campaign is an important step in our long-term plans to become the employer of choice for young people leaving the care system, and to provide lasting change and hope for children like Ellie."
Claire Pointon, director of customer at John Lewis added: "We are fortunate to have a truly unique platform in our Christmas ad, which sparks a national conversation. As a purpose-led brand, making a genuine difference in our communities is important.
"At John Lewis we care deeply about families, and recognise that they come in many different forms. For our biggest moment of the year, we decided to focus on one kind of family that is often overlooked. We are also very aware that not all care experience outcomes are as positive as Ellie’s.
"The home Ellie enters is filled with kindness, and the foster father’s actions demonstrate that ultimately, it’s what you do that matters most."
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Imran Hussain, director of policy & campaigns, Action for Children, also comments: "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."
Louise Hunter, CEO of Who Cares? Scotland, adds: "We know that Christmas can be difficult for lots of people, and that’s particularly true for our Care Experienced community who may not have family to spend it with.
"As the national membership body for Care Experienced people, we know that the Christmas period can bring loneliness, isolation and a sense of being different from others who enjoy a more traditional Christmas Day.
"We’re delighted that the John Lewis Christmas advert will feature a different kind of family, one which will resonate with the many thousands of people across the UK, with experience of care. At Who Cares? Scotland, our vision is a lifetime of equality, respect and love for all Care Experienced people and we are excited to have the support of the John Lewis Partnership in making that a reality."
John Lewis peppered a few clues to associated merchandise they would be selling in store, too.
Though not directly and explicitly linked to the advert, the retailer is bringing out a series of Lewis Bear-inspired products, of which 25 percent of sales will go to charity.
Shoppers can buy everything from a teddy bear bauble to a cuddly toy complete with hat and scarf. Those wishing to browse the products can find them on John Lewis’s website.
What is the John Lewis Christmas advert 2022 song?
The John Lewis Christmas advert song 2022 is a reimagined version of All the Small Things by Blink-182.
Mike Geier performs the new version of the classic song. Geier is a singer, actor and entertainer from Atlanta, in America.
People will best know him for his alter-ego Puddles Pity Party, who starred on America’s Got Talent in 2017.
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