John Lewis pulls heartstrings in Christmas ad 2022

For this year’s Christmas advert, John Lewis go back to basics with a simple storyline and working in partnership with Action for Children and Who Cares? Scotland to raise awareness for children in the UK care system. 

The advert ends with “Over 108,00 children in the UK are in the care system. We’re making long-term commitment to support the features of young people from care.” 

Many viewers have gone online to criticise the ad for not feeling Christmassy, with John Lewis replying to comments: 

We're extremely lucky to be able to reach a wide audience with our Christmas ad. This allows us to raise awareness of this important cause and support our charity partners, @actnforchildren and @whocaresscot.

— John Lewis & Partners (@JohnLewisRetail) November 10, 2022

In theme with other years, the advert is set to a cover of a popular song. This year is All the Small Things by Blink 182, performed by Mike Geier. 

John Lewis have said ”You can find out more about our long term commitment to building happier futures for young people from care at this link.”