As the U.K. heads into winter 2022, the national mood seems decidedly downbeat. Headlines about inflation and the "cost-of-living crisis" dominate the news. A recession is widely predicted, energy bills are rocketing and the country’s tumultuous political events have left consumers worried about their bills and mortgage repayments. That's not to mention the momentous death of Queen Elizabeth in September.
So when John Lewis, the retailer whose holiday ads have become a hotly-anticipated bellwether of the industry over the past decade, unveiled a Christmas spot that combines a gentle comedy about a middle-aged man learning to skateboard with a purposeful message about children in care, it was deliberately striking a tone that seems suitable to the times.
The ad, which highlight's the brand's commitment to helping children in the care system, is less about buying material goods and more about thinking about the needs of others. Even the typically nostalgic soundtrack, a cover of Blink-182’s “All the Small Things,” reflects the retailer’s new strategy of emphasizing small luxuries, rather than big spending. The "cost-of-living crisis," according to John Lewis Director of Customer Clare Pointon, is also reflected in the ad’s less glitzy production values as it eschewed VFX and animation in favor of down-to-earth storytelling.