“My eyes burst with tears”


Year after year, fans look forward to john lewis to release their iconic Christmas advertising, which has a reputation for pulling on the sensitive chord.

This year, the brand has chosen to use its vast platform shed light on children’s experience in the child care systemfollowing the launch of the Building Happier Futures program of the John Lewis Partnership.

In true John Lewis style, the heartwarming story of an adoptive parent learning to skateboard so he can connect with his adopted daughter elicited an emotional response from viewers.

Some viewers shared their own adoption stories, including John Lewis, an American computer science teacher who is often confused with the retailer because of his Twitter handle, @johnlewis.

Responding to the ad, he tweeted: “The ad is awesome. As the father of four adopted children, I can understand.

One person shared their experience of watching the advert with their son and wrote: “Me to my son: ‘Oh look it’s the John Lewis Christmas advert. It’s about skateboarding! We watch the ad. He then talks to me about skating… I rush loudly to make coffee. Sobbing like I do.

“As the father of an adopted son, this one got me. Impressive.”

The user, who identified himself as Adopt Dad Alex, said The Independent: “I think it’s wonderful that John Lewis has used its prime-time Christmas ad to shine a light on children in care. As the father of an adopted son, I watched the advert with awe, awe and pure emotion – then sobbed loudly making coffee!

“It was like the most glorious punch, but the most emotional. I remember all those fears and all that preparation we put in place for the big day. This ad has humanity at its heart. I only hope that many of the over 100,000 children in care will experience this love at some point in their lives. Thanks John Lewis.

A woman, named Ellie Probert, recounted The Independent how the ad had resonated with his own experience.

“Women will forever remember the day they find out they’re going to be a mother, a positive test, a late period, or a sudden morning sickness that appears spontaneously on an everyday morning. For my mother, it was a phone call: “There’s a little girl in Portsmouth who needs a forever home. Her name is Eleanor.

“That phone call changed my life, it changed my parents’ lives, and most importantly, it moved me from the system into a loving home. I am one of the lucky ones and am forever grateful for the life I was given that day. I guess when you’re adopted, it’s still part of your character and something you care about.

“When the gist of the John Lewis ad is revealed, ‘Hey Ellie’, my heart melted faster than butter on fire and my eyes exploded with tears. Part of me first imagined my parents , “Hey Ellie,” while the other half of me remembered how many other Ellies are still in the system. Ultimately, every child deserves a forever home.

Another Twitter user said: “Having been in foster care, I love this John Lewis Christmas publicity effort. After watching I have to say I’m glad our foster son is at Arsenal and not doing skateboarding.

They added: ‘But I also want to say child protection isn’t just for Christmas.

A third said simply: “Ffs [sic]. I watched the John Lewis Christmas ad and now I’m a mess forever.

The ad features a man trying to master skateboarding (John Lewis/PA) (PA Media)

The ad, titled “The Beginner,” is set to a cover of Blink-182’s “All The Small Things,” performed by American artist Michael Geier of the Puddles Pity Party.

It was created in partnership with Action for Children and Who Cares? Scotland and aims to raise awareness of the different experiences of children in a complex care system.

Katharine Sacks-Jones, chief executive of Become 1992, the national charity for children in care, said she also worked with the retailer on the advert and praised John Lewis for his approach.

“I love that from John Lewis – that level of care should be what we aspire to for all of our youngsters. Proud to have worked with them and the young people to shape this. Such a well-loved brand alongside people experienced in care can really help fight stigma and bring about change,” she tweeted.


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