John Lewis has launched its 2022 Christmas spot ‘The Beginner’, this time directed by Biscuit Filmworks.

Made through adam&eveDDB, the 90-second spot features a cover of Blink 182’s ‘All the Small Things’ performed by Mike Geier.

The ad follows the retailer’s ‘Building Happier Futures’ campaign, a commitment to helping young people in the care system.

‘The Beginner’ was created with input from partner charities Action for Children and Who Cares? Scotland, as well as specialist advisors. The ad shows a middle-aged man as he struggles to master a skateboard. At the end of the ad, it’s revealed as his way of trying to connect with Ellie, a young teenager and skateboard enthusiast who is about to enter the family home of the man’s foster family.

The DOP was Daniel Landin and the production designer Jon Henson. VFX was at nineteentwenty.


Jon Creamer

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