John Lewis Christmas ad: How the cost of living crisis changed the battle for best festive advert
It might barely be November, but the battle for the best Christmas advert is already in full flow, with John Lewis launching its festive offering today.
And while they might be a staple of our Christmas diet now – as much a tradition as pigs in blankets or carol singers – the hype around festive adverts wasn’t always such a big part of the calendar.
Today’s clip from John Lewis comes a week after Asda revealed their Christmas ad, which used classic footage from the 2003 film Elf, and hot on the heels of festive clips from Tesco, Argos, Morrisons and Aldi.
But with food bills rising, surging energy bills, mortgage hikes and reports of Britons cutting back ahead of the festive season, retailers have a difficult sales pitch to make this year.
A topic that is ‘so much bigger than Christmas’
John Lewis used their 90 seconds to shine a spotlight on an “often overlooked issue” – children in care.
The Beginner – set to a cover of Blink 182’s All the Small Things by US artist Mike Geier – shows a man as he struggles painfully to master skateboarding in the build-up to Christmas.
Viewers are left questioning the motive behind his perseverance until the final scene, when a social worker arrives with young teenager Ellie, who has arrived at her new foster home carrying her skateboard.
Kate Hardcastle, a consumer expert and chief executive of Insight with Passion, told Sky News: “Getting the tone of voice was really important for this year, and it was probably quite guessable it was going to be around corporate social responsibility because how can you do anything other else right now?
“But this is an incredibly fragile topic and needs handling with care.”
The ad was created with input from partner charities Action for Children and Who Cares? Scotland.
Alongside its longer-term work providing apprenticeship opportunities within the John Lewis Partnership for people leaving care, the retailer said it would make donations of Christmas decorations, food and gifts.
Ms Hardcastle said: “I would never say it missed the mark because the topic matters so much to me and I think any awareness is important.
“But I think the topic is much bigger than a Christmas advert and that’s because our care system support is needed 365 days a year, not just for Christmas.”
The ad is almost entirely devoid of product placement except for two brief glimpses of the retailer’s Lewis Bear toy.
But consumers can still purchase a number of products linked to the story including the £30 bear, £19 Lewis Bear pyjamas, a £5 Lewis Bear tote bag and a Rampage Skateboard for £34.99, with 25% of the sales going to the two affiliated charities.
The retail giant declined to reveal its budget for the ad.
How John Lewis changed the Christmas game
In the early 2000s, adverts were filled with as “many products as you could find” because “every frame costs money, so you want to show as much product as possible”, said Ms Hardcastle
This was seen with Marks and Spencer, who ruled the roost for years with their product-heavy offerings.
But in 2011, John Lewis changed the game with The Long Wait, a story of a young boy waiting desperately to give his mum a Christmas present.
Dr Hanlon told Sky News: “John Lewis did it differently. They told a story, rather than saying ‘here are the products, please buy these’.
“It is a classic marketing technique, it is telling a story, and it takes us back to that childhood notion of storytelling and it’s a comfortable place to be.”
And from there the battle for best Christmas advert, as it is know it today, began.
How to sell during a cost of living crisis
But as Christmas approaches this year, almost half (48%) of Brits have said they are planning to cut down on purchases – including festive activities and gifts – to save money, according to a report from Barclaycard.
Of these consumers, six in 10 will be spending less on gifts for family and friends, 44% will cut back on festive food and drink, including turkey and mulled wine, and two-fifths will curb their spending on Christmas parties and socialising.
Ms Hardcastle said John Lewis made the right choice picking a lower-priced toy as their feature product – the £35 skateboard.
She said: “This understands where people are right now. If they had put a £200 product on there, there would have been an immediate backlash of ‘how are people meant to afford this?'”
Brands ‘played it safe’
Matt Bourn, from the Advertising Association, said: “It is clear that advertisers and their agency and media partners are sensitive to the mood of the nation, the importance of being together, gifting and helping people to celebrate despite the geopolitical issues impacting us all.”
But Dr Hanlon said most of this year’s adverts “fell flat”, which indicates brands “don’t want to demonstrate they are spending millions on an ad when people are wearing extra jumpers and not putting the heating on”.
“I don’t think this year was meant to be a year for an iconic advert,” added Ms Hardcastle.
But she said she understands why brands have played it safe: “To have got it wrong this year, you would have been as villainous as the queue-jumping scandal.
“I think everyone just wants to say, let this Christmas be kind, let this Christmas be safe.
“And that’s how we feel about Christmas this year ourselves. No one’s telling you, they’re going to do some massive flash thing.
“Everyone’s saying we just going to keep it simple. We’re just going to go back to basics, getting the family together, with fewer presents, maybe a bit less food, and the currency of the adverts fits in with that.”
Entertainment
Sabrina Carpenter and Charli XCX BRIT Awards appearances spark hundreds of Ofcom complaints
Ofcom received 825 complaints over the Brit Awards, with the majority relating to Sabrina Carpenter’s raunchy performance and Charli XCX’s outfit, the media watchdog says.
US pop star Carpenter, 25, sported a red sparkly military-style blazer dress for her performance at the awards show on Saturday night, paired with stockings and suspenders for a rendition of Espresso.
The song was mixed with a Rule Britannia mash-up, as dancers in military parade dress followed her.
She then switched to a red sparkly bra and shorts for her next song, Bad Chem, which she performed alongside dancers in bras and shorts while sitting suggestively on a large bed.
Sabrina Carpenter performing her second song. Pic: Reuters
Carpenter later received the global success award at the ceremony, and was also nominated in the international artist and international song of the year categories.
But much of the buzz on social media surrounded her performance, which took place before the 9pm watershed.
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Highlights from the 2025 BRIT Awards
Ofcom said some of the complaints were also aimed at British pop sensation Charli XCX, who dominated the night by winning five awards, including album of the year.
Some viewers took issue with her outfit – a black see-through dress.
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Why is Noel Clarke suing The Guardian?
The singer addressed the concerns during her acceptance speech for artist of the year, saying: “I heard that ITV were complaining about my nipples. I feel like we’re in the era of ‘free the nipple’ though, right?”
Carpenter paid tribute to the UK in her acceptance speech, saying: “The Brits have given me this award, and this feels like such an insane honour in a very primarily tea-drinking country… you really understood my dry sense of humour because your sense of humour is so, so dry. So I love y’all more than you even understand.”
Actor Noel Clarke begins his High Court libel case against The Guardian’s publisher today.
Clarke, 49, is suing Guardian News and Media (GNM) over a series of articles it published about him in April 2021.
They were based on the claims of 20 women Clarke knew “in a professional capacity” who allege his behaviour towards them amounted to sexual misconduct.
Clarke, known for his roles in the Kidulthood trilogy and Dr Who, “vehemently” denies “any sexual misconduct or wrongdoing”.
What will the trial cover?
Clarke is suing GNM for libel, sometimes also referred to as defamation.
It’s a civil tort – not a criminal offence – defined as false written statements that have damaged the person’s reputation. This means Clarke can seek redress or damages but no one will face charges or prison.
Clarke claims the articles The Guardian published in 2021 altered public opinion of him, damaged his reputation, and lost him work.
He said after the allegations emerged: “In a 20-year career, I have put inclusivity and diversity at the forefront of my work and never had a complaint made against me.
“If anyone who has worked with me has ever felt uncomfortable or disrespected, I sincerely apologise. I vehemently deny any sexual misconduct or wrongdoing and intend to defend myself against these false allegations.”
The Guardian is defending the claim on the basis of truth and public interest.
At a premiere in London in 2013. Pic: PA
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It said in its statement: “Our reporting on Noel Clarke in 2021 was based on the accounts of 20 brave women. After we published our first article, more women came forward.
“At trial, 32 witnesses are set to testify against Mr Clarke under oath. We look forward to a judge hearing the evidence.”
The trial will only focus on liability – not the amount of damages to be paid if Clarke is successful.
The actor tried and failed to get the case struck out in January, with his legal team saying it had “overwhelming evidence” of “perversion of the course of justice”.
His lawyers told the High Court three of the journalists involved in the articles had “deliberately and permanently” deleted messages, which meant he could not get a fair trial.
Lawyers for GNM told the court there was “no adequate evidential basis” for Clarke’s application for a strike out and said it sought “to smear Guardian journalists and editors without any proper justification”.
The trial, which will be presided over by judge Mrs Justice Steyn, is expected to last between four and six weeks.
In July 2015. Pic: PA
What has happened since the articles were published?
A month before the articles about him were published in April 2021, Clarke received BAFTA’s outstanding contribution to British cinema award.
However, once the allegations against him emerged, he was suspended by the organisation and the prize rescinded.
His management and production company 42M&P told Sky News they were no longer representing him and Sky cancelled its TV show Bulletproof, starring Clarke and Top Boy actor Ashley Walters as the lead roles.
ITV also decided to pull the finale of another of his dramas, Viewpoint, following the Guardian articles.
The Met Police looked into the allegations against Clarke for any potential criminal wrongdoing, but in March 2022 announced they “did not meet the threshold for criminal investigation”.
Clarke filed the libel claim the following month and has attended several of the preliminary hearings in person.
He says he has faced a “trial by media” – and that the ordeal has left him suicidal and in need of professional help.
At the UK premiere of Kidulthood in London’s Leicester Square in 2006. Pic: PA
‘Rising star’
Clarke made his TV debut in a revived version of Auf Wiedersehen Pet in 2002.
Soon after he played Mickey Smith in Dr Who and Kwame in the six-part Channel 4 series Metrosexuality.
He wrote and starred in the film trilogy Kidulthood, Adulthood, and Brotherhood, which were based in west London, where he grew up, and explored the lives of a group of teenagers given time off school after a bullied classmate takes their own life.
It was a box office success and eventually saw Clarke given BAFTA’s rising star prize in 2009.
Anyone feeling emotionally distressed or suicidal can call Samaritans for help on 116 123 or email jo@samaritans.org in the UK. In the US, call the Samaritans branch in your area or 1 (800) 273-TALK.
Entertainment
Liam Payne’s girlfriend Kate Cassidy says she is ‘still working on accepting’ his death
Liam Payne’s girlfriend Kate Cassidy has opened up about the singer’s death, saying she is “still working on accepting the fact that he’s not here anymore”.
The singer, 31, died in October last year after falling from a hotel balcony in Argentina.
Cassidy was with Payne in Buenos Aires but flew to the US days before the British pop star star died.
In an emotional interview with ITV presenter Lorraine Kelly, she said: “It’s hard for me to refer to him in the past tense, and when I do refer to him in the past tense it almost stings that little bit more because… it just … it’s more official.”
Cassidy, 25, said she has her “harder days” and has sometimes struggled “to get out of bed in the morning”, but added: “I’m surrounded by such a great support system that I cannot thank enough.”
Payne and Cassidy. Pic: Instagram/Kate Cassidy
She praised Kelly and ITV for launching a new mental health initiative, which she is helping to promote, and said: “I genuinely believe Liam, in a way, guided me to this campaign and wanted me to be involved in this, and to help other people.”
Cassidy, an American social media influencer, said that he “was so open about his mental health” and she is supporting the push as “he no longer can help people”.
She added: “I’m going through this healing journey, sometimes it’s hard for me to get out of bed in the morning and something I don’t want to do.
“But I have this responsibility and this obligation that I am almost in a way… I have no choice. I have to get out of bed [for my dog] Nala and whether it’s a five-minute walk or 20-minute walk first thing in the morning.
“Either way, it just wakes me up and refreshes my mind instead of laying in bed all day just scrolling through social media or old photos, it gets me out of bed and really, really helps my mindset and my mental health.”
Kate Cassidy and model Damian Hurley at Payne’s funeral service in November. Pic: PA
Cassidy, who began dating Payne in 2022, previously said he was “the most humble, charming, normal person you could ever hope to come across, and genuinely one of the best people I’ve ever met in my life”.
Court documents state that former One Direction star Payne fell from the balcony of his room on the third floor of the Casa Sur Hotel in Buenos Aires at about 5.10pm on 16 October.
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Toxicology tests revealed that before his death, he had traces of alcohol, cocaine, and a prescription antidepressant in his body.
His cause of death was “polytrauma” from multiple injuries and internal and external bleeding, a postmortem found.
Last month, manslaughter charges against Payne’s friend Rogelio “Roger” Nores, hotel operator Gilda Martin, and head of reception Esteban Grassi were dropped following an appeal.
Hotel employee Ezequiel Pereyra and waiter Braian Paiz are still facing prosecution for allegedly supplying Payne with drugs, having been charged in December. Supplying drugs in Argentina carries a sentence of up to 15 years in prison.
Anyone feeling emotionally distressed or suicidal can call Samaritans for help on 116 123 or email jo@samaritans.org in the UK. In the US, call the Samaritans branch in your area or 1 (800) 273-TALK
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