Watch The 2022 John Lewis Christmas Advert, The Beginner

#TheBeginner

Always highly anticipated, in 2022 the John Lewis Christmas advert had come later than other retailers. This included the Asda launch which had used the popular Christmas film Elf, setting the bar high, at least in terms of surprise!

The last few years had witnessed a Christmas build-up marred by economic and environmental challenges. The uncertainty stemming from Covid regarding shopping, planning, or spending time with loved ones at Christmas was barely two years in the past. In 2022, similar challenges had presented themselves; the UK was in a recession of uncertain duration, household costs had risen leading to a cost of living crisis, and the impact of climate change was further complicating matters with supply issues and political instability.

In moments when a strong, possibly exceptional, sales period was needed, it was tempting to pivot towards high volume, low-cost items. Draw people inside, guide them online, deliver stellar service, and hope everything else falls into place. But history had shown that during recessions, consumers clung to their emotions and values. They became more nostalgic, sought comfort, and exhibited a heightened desire to assist others.

The John Lewis Christmas advert 2022, The Beginner, with the track All The Small Things. It’s the things we do that mean the most.

At a time when business and political leaders had been acting with caution, moments of genuine responsibility shone through in their communications. In 2022, with the John Lewis Christmas Advert, they prioritised broader societal responsibility, taking the helm and demonstrating their capability to assist. They were no newcomers to this approach. Back in 2020, they had aligned the release of their Christmas advert ‘Give a Little Love’ with National Kindness Day.

Aligning with their ‘Building Happier Futures’ initiative they supported two charities in 2022, Action For Children, and Who Cares? Scotland.

What Is The Story Behind The 2022 John Lewis Advert

The Story behind John Lewis Christmas 2022: The Beginner

The Beginner was released at 8am on Thursday 10th November 2022, the same day and time as last year’s Unexpected Guest.

You can see the John Lewis Christmas preview here – #TheBeginner

To find out more, and show your support for #HappierFutures visit JohnLewis.com

By Martin Turner
Published 10th November 2022, Edited 18th November 2023