a man skateboarding at a skatepark
14 November 2022 Video inspo

Video Inspo: Sparking important conversations with John Lewis

Tissues at the ready, gang. It's another tearjerker.


"Have you seen the new John Lewis Ad? It's beautiful" 

"I am deeply moved by this" 

"Well, that ad just screwed my mascara"

These are just some reactions from our video production team after watching the lastest 90-second Christmas ad from John Lewis & Partners.

Set to a slow, Mike Geier cover of Blink-182’s All The Small Things, it follows a man as he takes up a certain new hobby — perhaps a little later in life than you’d expect.

Although he struggles from the start, he never gives up – despite the bumps, scrapes and an eventual apparent broken arm. But only as he begins to get the hang of it is it revealed what all his efforts have actually been for... 

While John Lewis ads are always highly talked about for their big budget, this year, the glitz and glam has been stripped back, but those watching are still talking. Albeit for a very different reason.

The 2022 TV advert aims to raise awareness of the 108,000 children and young people in care in the UK. It's an 18-month-long project that John Lewis has undertaken in partnership with Action for Children and Who Cares? Scotland.

A John Lewis spokesperson has also mentioned that while the campaign features a story set at Christmas, the project itself extends past the festive season.

It's sparked a national conversation about fostering and adoption, with thousands of comments from viewers on social media either saying how the ad has touched them or speaking of their own adoption story.

It's great to see that in such a challenging year, John Lewis has opted to strip back the special effects and create a campaign strategy that highlights and encourages conversations about an important, yet often overlooked issue.


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Emily Malone

Written by Emily Malone Marketing Manager for Venture — a full-service video production agency that specialises in producing creative videos & campaigns that get real results.

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