What it means to stretch for another
I am a sucker for emo-ads, and this one brings a smile to my face and tears to my eyes every time I watch it.
It opens with a middle-age man learning how to skate board. He fails magnificently, again and again. But he never gives up. The reason isn't revealed until the closing frames where we learn that he and his wife have invited a foster kid into their home, a kid who skates.
The ad is the annual holiday ad for John Lewis and Partners, a high-end department store in the UK. The ad's effectiveness is revealed by the fact that most of the on-line comments about it are from people who were once in the child care system themselves.
"As someone who’s been in the care system myself as a child, this really feels close to home. And it did make me shed a tear, that's how I know it’s a John Lewis advert. And it does make you think about how powerful adverts can be, even if they are simple and basic."
Beautiful.
Video: The Beginner | John Lewis & Partners | Christmas Ad 2022