The John Lewis ad has become something of a Christmas staple – every bit as much as the pudding, the crackers, the funny hats, the presents, and the songs. And this one, set to a slow-down cover of Blink 182’s All The Small Things, does everything we’ve come to expect from the retailer at this time of year: mainly, wipe a tear away from our eye and pretend we’ve got something it it.

It follows a middle-aged man as he struggles to become a master skateboarder, despite the series of accidents and mishaps he experiences in the process. Why does he persevere? The answer becomes clear in the final scene, when there is a knock on the door.

Our hero opens it to find a social worker standing with Ellie, a young teenager who is waiting anxiously to enter her new foster home, skateboard in hand. “I skate a bit,” he tells her warmly, using it as a way to connect with Ellie as she is welcomed into their family home. Sob.

Claire Pointon, director of customer at John Lewis says: “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.”

Shelter – Brave Face

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