In this year’s John Lewis festive campaign, we follow a middle-aged man as he struggles to master the skill of skateboarding in the lead up to Christmas. We see through his determined eyes many failed attempts and mishaps as he suffers a series of accidents.

We’re left questioning the motive behind his perseverance until the final scene, when there is a knock at the door.  We see a social worker standing with Ellie, a young teenager who is waiting anxiously to enter her new Foster home, skateboard in hand. The significance of skateboarding to our protagonist becomes clear, as we understand his resolve to find common ground and a way to connect with Ellie as she is welcomed into their family home.

The spot closes with a nod to the Building Happier Futures programme, a charity partnership created by John Lewis to support organisations within the care sector that are working to build happier futures for care experienced people.

The campaign draws attention to the estimated 100,000 young people who will spend their Christmas in care and aims inspire John Lewis customers to come together to make a real difference to those in need.