The Beginner – John Lewis 2022 | Clapboard Ad Archive

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The Beginner - John Lewis | Clapboard Ad Archive

John Lewis’s The Beginner, crafted by adam&eveDDB for the 2022 Christmas season, delivers a quietly radical take on holiday storytelling within the UK retail sector by focusing on the lived realities of children in care, foregrounding the retailer’s Building Happier Futures programme in a narrative of understated empathy and personal determination. Veering away from the well-trodden path of fantastical Christmas tropes, the 90-second film follows a middle-aged man as he repeatedly attempts—and repeatedly fails—to master the art of skateboarding, eliciting both humor and curiosity from the audience until the campaign’s emotional punchline: the arrival of a foster child, Ellie, herself a skateboarder, at her new home, illuminating the protagonist’s true motive in a reveal with palpable emotional resonance. This creative choice foregrounds action over spectacle, inviting viewers to dwell on what genuine connection looks like during the festive period for the 100,000 children expected to spend Christmas in care across the UK, a demographic that John Lewis positions at the heart of its broader brand purpose. Developed in close collaboration with Action for Children, Who Cares? Scotland, and expert advisors, the campaign’s authenticity is evident not just in its casting and script, but in its refusal to sentimentalize or simplify the challenges faced by care-experienced youth, leveraging the long-term commitment of the John Lewis Partnership to catalyze conversation and drive real-world action on an often invisible social issue. Rather than inserting product before people, John Lewis threads its brand promise through a narrative arc that is as much about the act of learning—about family, about trust, about meeting someone where they are—as it is about gifting, positioning the brand as a catalyst for positive change and a partner to its customers in fostering a more inclusive holiday. In market context, this approach distinguishes John Lewis from category peers like Marks & Spencer and House of Fraser by staking a claim not merely to quality or heritage, but to values-led leadership and shared responsibility, resonating with audiences primed for a deeper emotional engagement with brands in challenging economic and social times. The campaign’s global resonance and nearly five million views underscore its impact, aligning with what Clapboard’s global creative taxonomy classifies as FORMAT#5—Exemplary Story, where the brand’s social commitment is not merely present, but decisive within the plot’s resolution. Clapboard rates this 82/100. In an industry facing increasing scrutiny over purpose-washing, The Beginner demonstrates that meaningful brand storytelling anchored in lived human experience can powerfully transcend seasonal noise when it dares to foreground action over sentiment.

Credits

Client

John Lewis

Agency

adam&eveDDB

Category Mind Map

48%

John Lewis’ 2022 Christmas campaign, ‘The Beginner,’ centers on the brand’s commitment to meaningful actions that have a tangible impact, particularly through its ‘Building Happier Futures’ programme aimed at supporting young people with care experience. The campaign’s core proposition emphasizes that genuine kindness and effort—demonstrated through everyday actions—are what truly matter, especially during times when many vulnerable young people feel isolated, such as at Christmas. This narrative positions John Lewis as a socially responsible retailer that prioritizes long-term community support beyond transactional customer relationships. The market strategy leverages a poignant insight into the often-overlooked experiences of children and young people in care, connecting emotionally with the audience by portraying a relatable and heartfelt story. The creative angle follows a middle-aged man’s determined, sometimes clumsy attempts to learn skateboarding, which ultimately reveals his intention to build a bridge with a foster child joining his home. By focusing on authentic human connection and perseverance rather than traditional festive imagery or overt product placement, the campaign engages viewers on a deeper emotional level. Collaboration with relevant charities and specialists lends credibility and sensitivity to the portrayal of care-experienced youth. The use of a narrative film format, set against a Christmas backdrop, taps into seasonal sentiments while challenging the audience to recognize and act upon social issues. This combination of purposeful storytelling and targeted social messaging enables John Lewis to reinforce its brand values and foster customer loyalty through shared values and social consciousness.

FORMAT#5 EXEMPLARY STORY — Tells a story where the product plays a vital role in the plot or resolution. The campaign “The Beginner” fits the Exemplary Story format because it unfolds a heartfelt, narrative-driven arc focusing on a middle-aged man’s comedic and emotional journey to learn skateboarding. The storytelling structure is clear: a protagonist faces struggles, perseveres, and ultimately reveals his motive—to create a connection with his soon-to-arrive foster daughter, who skates. The product—the John Lewis brand and its focus on care for children—is woven into the plot, underscoring their commitment to social impact. The story resolves meaningfully, with the brand playing a decisive, active role in the transformation, making this a textbook example of an exemplary brand story at the heart of the ad’s creative device. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Marks & Spencer – Market Positioning Marks & Spencer positions itself as a trusted British retailer known for quality, reliability, and a broad range of products including fashion, food, and home goods. It emphasizes sustainable sourcing and ethical practices, appealing to middle to upper-middle-class consumers seeking premium yet accessible products. Its extensive in-store experience and focus on food innovation differentiate it within the retail sector. 2. Debenhams – Market Positioning Debenhams, before its closure and transition to online retail, focused on offering good-value fashion, beauty, and homewares with a wide brand portfolio. It positioned itself as a department store catering to a broad demographic, emphasizing convenience and variety, blending mid-market affordability with aspirational brands to appeal to families and working professionals. 3. John Lewis & Partners – Market Positioning John Lewis positions itself as a premium department store partnering directly with customers through its employee-owned model, focusing on high-quality products, exceptional customer service, and strong values like trust and community support. Its emotional and narrative-driven marketing appeals to consumers seeking a meaningful shopping experience tied to British heritage. 4. House of Fraser – Market Positioning House of Fraser targets a slightly upscale market by offering a curated mix of luxury and high-street brands. Its strategic angle leverages heritage and a broad product assortment in fashion and home to appeal to style-conscious shoppers who desire quality and choice in a department store environment, often situated in prime shopping locations. 5. Fenwick – Market Positioning Fenwick is positioned as a high-end department store with a rich history, focusing on premium fashion, beauty, and home products. It differentiates itself through personalized customer service, exclusive designer collaborations, and curated product selections tailored to affluent and discerning consumers seeking an elevated shopping experience.

Q: What is The Beginner about? A: The Beginner is John Lewis’s 2022 Christmas advertising campaign, created by adam&eveDDB for the UK retail market. The 90-second film tells the story of a middle-aged man’s determined, often humorous attempts to learn skateboarding, which is ultimately revealed as his way to connect with Ellie, a foster child joining his family. Developed in collaboration with Action for Children and Who Cares? Scotland, the campaign supports John Lewis’s Building Happier Futures programme, which aims to help young people with care experience find meaningful careers and community. The campaign uses a heartfelt narrative to spotlight the challenges faced by children in care, especially during the festive season. Q: What creative device does The Beginner use? A: The Beginner employs the Exemplary Story format, as classified by Clapboard’s 12-format taxonomy. This approach centers on a clear, narrative-driven arc in which the brand plays a vital role in the plot’s resolution. The campaign follows a protagonist’s emotional and comedic journey to master skateboarding, with the true motive—connecting with a foster child—revealed in the final scene. The John Lewis brand and its social purpose are woven directly into the story, making the campaign a textbook example of how purposeful storytelling can drive brand meaning and audience engagement. Q: What is the campaign proposition for The Beginner? A: The Beginner positions John Lewis as a retailer committed to meaningful, long-term social impact, particularly through its Building Happier Futures programme supporting young people with care experience. The campaign’s strategic message is that genuine kindness and everyday actions matter most, especially during times when vulnerable youth may feel isolated, such as Christmas. By focusing on authentic human connection and perseverance rather than traditional festive tropes, John Lewis appeals to consumers who value community, empathy, and responsible retailing, reinforcing its reputation for emotional storytelling and social consciousness within the UK retail sector. Q: How does The Beginner rank in Clapboard's archive? A: The Beginner holds a Clapboard Campaign Score of 82/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards. Q: Who are the competitors in John Lewis's category? A: In the UK retail sector, John Lewis competes with Marks & Spencer, which is known for quality and ethical sourcing across a broad product range; Debenhams, which historically offered good-value fashion and homewares to a wide demographic before its transition to online retail; House of Fraser, targeting style-conscious shoppers with a curated mix of luxury and high-street brands; and Fenwick, which differentiates itself through premium selections and personalized service for affluent consumers seeking an elevated shopping experience.