Watch the 2022 John Lewis Christmas advert – video
John Lewis has kicked off the festive season, breaking with tradition in its annual campaign with a simple but moving ad to raise awareness of the challenges faced by children in care. This year the department store's Christmas ad shows the touching but bruising efforts of a foster dad determined to learn how to skateboard so he can share the passion with his foster daughter. Claire Pointon, the customer director at John Lewis, said the ad was a 'very different story to what we have done before' and was intended to 'make you stop and think and say, "how can I help?"'