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.
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This year the department store's Christmas ad shows the touching but bruising efforts of a foster dad to learn how to skateboard so he can share the passion with his foster daughter. Claire Pointon, 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?"'

John Lewis’s Christmas ad goes back to basics with foster dad’s story ► https://www.theguardian.com/business/2022/nov/10/john-lewis-christmas-ad-goes-back-to-basics-with-foster-dads-story

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