UK retailer John Lewis has launched its highly-anticipated 2022 Christmas campaign by adam&eveDDB, London and produced by Biscuit Filmworks UK. This year’s Christmas ad ‘The Beginner’ tells the story of a big-hearted man who takes up a certain new hobby a little later in life than you’d expect. Although he struggles initially, he never gives up – despite the bumps and scrapes. And, after a few weeks, he begins to get the hang of it. But then, with a ring of the doorbell, it becomes clear what – or who – all his efforts have been for. Because it’s what we do that matters most. The soundtrack for the spot is a cover of Blink-182’s “All the Small Things,” performed by Mike Geier.
