Watch: John Lewis 2022 Christmas ad shining a light on children in care
John Lewis’ Christmas advert is known for packing an emotional punch and 2022's heartwarming offering was one of the most powerful yet.
This year's ad campaign is a big reminder that it's the season we should do our utmost to help others, too. The 2022 narrative was all about highlighting how many kids are in care in the UK (over 108,000 to be precise) and it’s a stark reminder that not every child is going to have the magical, happy Christmas – or childhood – that they deserve.
This is precisely why the retailer has released a range of charitable Christmas gifts to tie in with the ad, mainly revolving around its beyond-adorable Lewis Bear – which made a cameo in the advertisement, if you look carefully.
The store is donating 25% of profits from the sale of these gifts to help with Building Happier Futures for kids in care. The money will go to @actionforchildrenuk (which protects and supports children and young people and provides practical and emotional care and support).
The other beneficiary is @whocaresscotland (aka Scotland's only national independent membership organisation for 'Care Experienced people' – it supports their rights and the power their voices have to bring about change.)
As well as the noticeable skateboard from the ad, the charity gift collection features everything from a normal-sized Lewis bear, to mini Lewis Christmas decorations, and milk chocolates, tote bags, and kids’ PJ’s – and prices start at a mere £5.
Our favourite gifts from the John Lewis charitable collection
Jolly General Store Christmas 2022 Lewis Bear | £30 from John Lewis & Partners
Mini Lewis Bear Christmas 2022 Tree Decoration | £8 from John Lewis & Partners
Community Garden Lewis Bear Face Bauble, Natural | £5 from John Lewis & Partners
House of Dorchester Lewis Bear Milk Chocolate Slims Natural | £5 from John Lewis & Partners
Building Happier Futures Tote Bag | £5 from John Lewis & Partners
Lewis Bear Christmas 2022 Tote Bag | £5 from John Lewis & Partners
Kids' Lewis Bear Jersey Pyjama Set | £17-£21 from John Lewis & Partners