John Lewis have kicked off the festive season this year, breaking with tradition in their annual campaign with a simple but moving ad to raise awareness of challenges faced by children in care.
This year the department store's Christmas ad showed the touching but bruising efforts of a foster dad to learn how to skateboard so he could share the passion with his daughter.
Claire Pointon, customer director at John Lewis, said the ad was a 'very different story to what we have done before' which was intended to 'make you stop and think and say ‘how can I help’.'