The 2022 John Lewis & Partners Christmas campaign centres around children in care, and how small acts of kindness can go a long way for a vulnerable child. This year’s TV advert features a middle-aged man repeatedly trying and failing to learn to skateboard while they prepare for Christmas. He is about to foster a child who is a keen skateboarder and wants to make them feel welcome. The heartwarming video ends with the young girl cautiously walking into her new home spotting the skateboard in the hallway.
Almost as anticipated as the TV advert is the launch of the John Lewis Christmas Windows which are linked to the festive campaign. This year Harlequin Design have worked with John Lewis to design and install the Building Happier Future’s scheme, featuring aspects from the TV advert including skateboards and the Lewis Bear. Our first sight of Lewis Bear can be seen sitting under the Christmas tree in the TV advertisement. Besides being cuddly and cute, teddy bears send a message of unconditional love, reassurance, security and companionship. The scheme is featured across a number of stores including Peter Jones. John Lewis & Partners will be donating 25% of each sale of the ad-inspired collection to the Building Happier Futures fund.
