×
Heartwarming Holiday Ad About a Family Preparing to Welcome a Foster Child Is Giving Us All the Feels
ADVERTISEMENT

Heartwarming Holiday Ad About a Family Preparing to Welcome a Foster Child Is Giving Us All the Feels

The ad shows a middle-aged man learning to skateboard. Although he fails terribly, he doesn't give up and gets back up on the board.

Cover Image Source: Youtube/John Lewis & Partners

Brand strategizing through marketing and advertising is at its peak right now as shoppers navigate the season of holidays. Thankfully, the era of thought-provoking advertisements is not over yet as proven by a new ad launched by U.K. retailer John Lewis & Partners. The company—known widely for its visionary Christmas advertisements—recently released a heartwarming video with an unexpected but significant message that's being widely applauded by viewers.

The highly awaited ad titled The Beginner puts a spotlight on an important cause by showcasing a family preparing to foster a child. However, it is only toward the end of the one-and-a-half-minute-long clip that the viewer understands the reason behind the frenzied excitement in the air as the protagonist attempts to learn to skateboard.

Image Source: YouTube/John Lewis
Image Source: YouTube/John Lewis


The advertisement begins with a middle-aged man getting ready to practice skating with his skateboard. Although he fails terribly at his initial attempts, the man doesn't give up and gets back up on the board. A cover music Blink 182's "All The Small Things" by Mike Geier begins to play in the background as he keeps his hopes high and tutors himself to get better at skating despite taking many tumbles. Slowly but surely, his determination and hard work pay off as he starts to see his skating skills improve.

In the concluding part of the video, the family opens the door as their bell rings to see a young girl holding a skateboard close to her chest. As they welcome the understandably nervous child, her eyes catch on the man's skateboard behind him and she smiles, realizing that they have something in common. Seeing her face light up, the man points to his battered skateboard saying, "I skate a bit too."

Image Source: YouTube/John Lewis
Image Source: YouTube/John Lewis

As the advertisement reaches its end, the screen shares that there are more than 108,000 children and young people in the U.K.'s care system. Meanwhile, in the United States, a 2021 report by the U.S. Department of Health and Human Services states that about 391,000 children are in foster care, growing up without their families or guardians.

Since being shared on the brand's YouTube channel five days ago, the video has amassed more than 2.8 million views.



 

"As someone who’s been in the care system myself as a child, this feels close to home... It does make you think about how powerful adverts can be, even if they are simple and basic," one YouTube user commented. Another added, "This, hits home really hard, as a former foster kid who was in the system for 11 years. It's really heartwarming to see this."

The brand captioned the video stating: "We used our advert this Christmas to highlight an issue close to hearts so that together, we can be a force for positive change for a generation of young people growing up in care or who have experienced being cared. We want every young person to feel valued and seen and have the same opportunity for a happier Christmas and a happier future."

The emotional holiday ad has been successful in reaching a large audience and raising awareness to exercise a small yet tremendous change in society. The viewers not only resonated with the subject of the advertisement but also showed their will to contribute to the cause by various means. John Lewis & Partners has had a record of setting the game higher than its previous campaign every year and it seems they have clinched it this year as well by striking the right chord with young and old viewers alike.

Reference:

https://www.today.com/parents/family/john-lewis-holiday-ad-2022-foster-care-rcna56766

Cover Image Source: Youtube/John Lewis & Partners