John Lewis' beginner skates straight for the heart

With a few years of unexpected aliens, crafty techniques and dinky dragons, John Lewis & Partners has brought festive cheer to our screens with its seasonal offerings. However, with the latest film, adam&eveDDB has eschewed much of the tinsel and baubles and aims a poignant poke directly at the feels.

Shot through Biscuit, The Beginner tells the intriguing tale of a middle-aged fella whose new hobby, skateboarding, seems to be a little beyond him. Regardless, his practice and dedication yield some decent results and lead to an unexpected climax that will melt even the most wintery of hearts.

Maintaining the staples of the JL Christmas tradition - wonderful narrative direction, joyful messaging, a low-key rendition of a pop classic (this time an immaculately chosen All The Small Things redo performed by ‘Big’ Mike Geier, that both encapsulates 00's skate culture and our ageing hero's time-of-life) - this year's offering says a lot more, highlighting the brand's commitment to charitable endeavours, and reminding us that despite the fractured society that can be presented in the media, there are still people who put themselves on the line for others.

How does The Beginner fit in the pantheon of previous seasonal offerings? Here's a look back over John Lewis' previous Christmas gifts to us.

2021 - Unexpected Guest

What we said:

"The two-minute spot follows the story of 14-year-old Nathan who, on his way home from school, spots a flashing light in the distance and chases it to the woods beside his home. When he finds the source of the light he then encounters Skye, a space traveller from another galaxy, and her crashed ship. The pair strike up a friendship which grows as Nathan introduces Skye to novelty jumpers, Christmas films, mince pie-eating etiquette and snowball fights. But, soon, the time comes when Skye has fixed her ship and must return to her home planet, meaning the pair are to be separated. 

Created by adam&eveDDB London and directed by SMUGGLER's Mark Molloy, the film creates sumptuous Christmas scenes and a sweetly naive, out-of-this-world character who, intentionally or otherwise, gives a nod to 1980 children's film, The Boy From Space."

2020 - Give a Little Love

What we said:

"After promising 'a Christmas campaign like no other', after what can only be described as an eventful year, the John Lewis Partnership and adamandeveDDB delivered a festive selection-pack of filmic treats, cramming eight different animation and live-action techniques into its two-minute timeframe.

Framed with a delightful 'pay it forward' message of kindness, Give A Little Love shows how small gestures can mean big things to the people who receive them, and speaks to both the sentiment of the season as well as reflecting on the year's demonstration of community spirit."

2019 - Excitable Edgar

What we said:

"Telling the tale of a cutely combustible mini-dragon and his flame-haired gal-pal, Excitable Edgar is a heart (and set)-warming story of a little fella who just can't fight the flames burning inside of him. 

"Blink director Dougal Wilson, returning to the brand's festive outings for the first time since 2016's Buster the Boxer, paints a wonderfully realised picture of 'ye olde' snowy village, with production design and effects (in particular the Hollywood-level visuals and character animation of Edgar) unsurpassed."

2018 - The Boy and The Piano

What we said: 

"Directed by Academy's Seb Edwards and created by adam&eveDDB, the spot is beautifully made and the story beautifully told, and though the expected gut-punch of emotion isn't quite as evident this year, if you're a fan of Elton John (and, come on, who isn't?) then it'll tick your boxes."

2017 - Moz The Monster

What we said:

"Called Moz the Monster, John Lewis's 2017 festive spot lives up to expectation, applying its tried-and-tested winning formula of animals (sort of) and children to this year's offering. Featuring Elbow's rendition of the Beatles song, Golden Slumbers, as the soundtrack, adam&eveDDB again prove that they're the masters of making Christmas magical."

2016 - Buster the Boxer

What we said:

"John Lewis's 2016 offering has an amalgam of previous years' ingredients with animals, children, confused parents and, of course, a beautifully arranged and emotional soundtrack, all put together perfectly by adam&eveDDB, who are experts in the Christmas field."

2015 - Man on the Moon

What we said:

"Created, as ever, through adam&eveDDB London and beautifully shot by Somesuch's Kim Gehrig, the spot features a little girl who spots a rather sad-looking old man living in a shed on the moon. Suffice it to say it's another emotional hit from a brand and an agency that have mastered such things and, as hard as you try, and as much as you prepare yourself, there's the usual lump-in-the-throat moment as you get to the end. Damn you, John Lewis!"

2014 - Monty's Christmas

What we said:

"Tom Odell provides this year's dose of emotional soundtrack and Christmas number one contender, covering John Lennon's Real Love. The two-minute spot follows the friendship of Sam and Monty over the course of a year before Sam realises Monty is sad and longing for some penguin-shaped company."

2013 - The Bear & the Hare

What we said:

"With the air of a classic Disney tale, a bear's eyes are opened to the gift-giving and merriment of Christmas as he gives hibernation a miss this year thanks to his loving hare companion. Complete with music from Lily Allen (covering Keane's Somewhere Only We Know) and once again created by agency adam&eveDDB, the commercial uses a unique animation style that combines traditional 2D hand-drawn animation, stop frame, and 3D model made sets and is directed by Blinkink's Elliot Dear and Yves Geleyn with additional production from Hornet New York."

2012 - The Journey

What we said:

"Blink's Dougal Wilson takes us on a magical journey for gifts. adam&eveDDB create the scene in a snow-covered garden before a snowman comes to life and departs for the high street rush. Frankie Goes to Hollywood's Power of Love is the music of choice, covered by Gabrielle Aplin, a 20-year-old singer signed to Parlophone Records and has a debut album scheduled for release in 2013."

2012 - The Journey

What we said:

Blink's Dougal Wilson takes us on a magical journey for gifts. adam&eveDDB create the scene in a snow-covered garden before a snowman comes to life and departs for the high street rush. Frankie Goes to Hollywood's Power of Love is the music of choice, covered by Gabrielle Aplin, a 20-year-old singer signed to Parlophone Records and has a debut album scheduled for release in 2013.