John Lewis Christmas ad: How the cost of living crisis changed the battle for best festive advert

Published

3 years ago

November 10, 2022

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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

Author Dame Jilly Cooper has died

Published

5 hours ago

October 6, 2025

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Author Dame Jilly Cooper has died, her publisher has said.

“It is with great sadness that we announce the death of Dame Jilly Cooper, DBE who died on Sunday morning, after a fall, at the age of 88,” a statement said.

The Queen paid tribute to Dame Jilly, calling her a “legend” who was a “wonderfully witty and compassionate friend”.

The best-selling author was renowned for her raunchy, so-called “bonkbuster” novels, which portrayed the scandals and sex lives of wealthy country social circles, including Rivals, Riders and Polo.

She was praised for her blend of risqué storylines and critique of Britain’s class system, personified by showjumping lothario Rupert Campbell-Black.

Her children Felix and Emily said: “Mum was the shining light in all of our lives. Her love for all of her family and friends knew no bounds.

“Her unexpected death has come as a complete shock.

“We are so proud of everything she achieved in her life and can’t begin to imagine life without her infectious smile and laughter all around us.”

Dame Jilly was propelled to commercial success in the 1980s, and sold 11 million copies of her books during her more than fifty-year career.

Last year, Rivals was adapted into a successful TV series, which she worked on as an executive producer.

Tributes to author who created ‘a whole new genre’

Dame Jilly was a long-standing friend of the Queen.

In a statement released by Buckingham Palace, she said: “I was so saddened to learn of Dame Jilly’s death last night.

“Very few writers get to be a legend in their own lifetime but Jilly was one, creating a whole new genre of literature and making it her own through a career that spanned over five decades.

“In person she was a wonderfully witty and compassionate friend to me and so many – and it was a particular pleasure to see her just a few weeks ago at my Queen’s Reading Room Festival where she was, as ever, a star of the show.

“I join my husband the King in sending our thoughts and sympathies to all her family.

“And may her hereafter be filled with impossibly handsome men and devoted dogs.”

The author’s many fans included former prime minister Rishi Sunak, who said the books offered “escapism”.

‘Dame Jilly defined culture’

Her agent Felicity Blunt said: “The privilege of my career has been working with a woman who has defined culture, writing and conversation since she was first published over fifty years ago.”

She added: “You wouldn’t expect books categorised as bonkbusters to have so emphatically stood the test of time, but Jilly wrote with acuity and insight about all things – class, sex, marriage, rivalry, grief and fertility.”

The executive producers of the Disney+ adaptation, Rivals, said they are “broken-hearted” and “her legacy will endure”.

Dominic Treadwell-Collins and Alex Lamb added: “Jilly was and always will be one of the world’s greatest storytellers, and it has been the most incredible honour to have been able to work with her to adapt her incredible novels for television.”

As tributes rolled in on Monday, TV presenter Kirsty Allsopp wrote on X: “I know 88 is a good age, but this is very sad news.

“A British institution, funny, enthusiastic and self-deprecating, we don’t see enough of it these days.”

Her publisher Bill Scott-Kerr said: “Jilly may have worn her influence lightly, but she was a true trailblazer.

“As a journalist she went where others feared to tread, and as a novelist she did likewise.

“With a winning combination of glorious storytelling, wicked social commentary and deft, lacerating characterisation, she dissected the behaviour, bad mostly, of the English upper middle classes with the sharpest of scalpels.”

The ‘unholy terror’

Born in Essex in 1937, Jilly Cooper came from a Yorkshire family known for newspaper publishing and politics.

Her writing career began in 1956 as a junior reporter on the Middlesex Independent, covering everything from parties to football.

She had said she was known as the “unholy terror” at school, and was sacked from 22 jobs before finding her way into book publishing.

Dame Jilly started writing stories for women’s magazines in 1968, and found her break in 1969 when The Sunday Times published a story on being an ”undomesticated” homemaker. It gave rise to a column that lasted over 13 years.

In 2019 she won the inaugural Comedy Women in Print lifetime achievement award, and in 2024 was made a dame for her services to literature and charity.

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Entertainment

Robbie Williams forced to cancel world tour gig in ‘interests of public safety’

Published

1 day ago

October 5, 2025

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Robbie Williams forced to cancel world tour gig in 'interests of public safety'

Robbie Williams has said he is “deeply sorry” his concert in the Turkish city of Istanbul has had to be cancelled “in the interests of public safety”.

The former Take That singer said it was his “dream” to perform at Atakoy Marina on Tuesday but the decision by city authorities to cancel the show “was beyond our control”.

Williams’ Britpop world tour began in May and has taken him to cities including London, Amsterdam, Berlin, Helsinki and Athens.

The 51-year-old Angels singer said in a post on Instagram to his 3.7m followers: “The last thing I would ever want to do is to jeopardise the safety of my fans – their safety and security come first.

“We were very excited to be playing Istanbul for the first time, and purposely chose the city as the final show of the Britpop tour.

“To end this epic run of dates in front of my Turkish fans was my dream, given the close connections my family have with this wonderful country.

“To everyone in Istanbul who wanted to join the 1.2 million people who have shared this phenomenal tour this year with us, I am deeply sorry. We were so looking forward to this show, but the decision to cancel it was beyond our control.”

Williams is still expected to perform a small ticketed gig on Thursday at Camden’s Dingwalls venue in London.

He will run through his upcoming album Britpop, which is yet to be released, in full, with his first solo LP, Life Thru A Lens.

After leaving Take That in 1995, Williams released his chart-topping debut album in 1997, and has achieved seven UK number one singles and 15 UK number one albums.

Entertainment

Sean ‘Diddy’ Combs sentenced to more than four years in prison

Published

3 days ago

October 4, 2025

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Sean 'Diddy' Combs sentenced to more than four years in prison

Sean “Diddy” Combs has been sentenced to more than four years in prison over prostitution charges relating to his former girlfriends and male sex workers.

Judge Arun Subramanian handed down his 50-month sentence – including a $500,000 fine – at the end of a long and emotional full-day hearing, which saw the hip-hop mogul speak out for the first time in court.

Combs, 55, admitted his past behaviour was “disgusting, shameful and sick”, and apologised personally to Cassie Ventura and “Jane”, another former girlfriend who testified anonymously during the trial.

But despite his plea for “mercy” and expressions of remorse, the judge told him he had abused his “power and control” with women he professed to love – and rejected the defence’s characterisation that “freak off” sexual encounters were consensual experiences, that his was just a “sex, drugs and rock’n’roll story”.

Addressing Cassie and “the other brave survivors who came forward”, the judge said. “We heard you… I can only say your families are proud of you and your children will be proud of you.

“You weren’t just talking to the jury you were talking to the women who feel powerless – you gave them a voice, you stood up to power, it’s not easy.”

Combs showed no visible change of emotion as his sentence was delivered, looking straight ahead as the judge spoke. Afterwards, he seemed subdued – with no sign of the enthusiasm or feeling showed earlier in the day.

Ahead of his own speech, the court heard from six of his seven children – causing the rapper to break down in tears as they spoke about how much they loved him, how he has changed, and how much they and their younger two-year-old sister need him.

The sentencing brings to an end a sordid case that featured harrowing testimony – not just from Cassie and Jane, but also from former employees and associates of Combs.

He was convicted in July of flying people around the US and abroad for sexual encounters, including his then girlfriends and male sex workers, in violation of prostitution laws.

However, he was cleared of more serious charges of racketeering conspiracy and sex-trafficking that could have put him in jail for life.

‘I hate myself right now’

On the eve of his sentencing, Combs submitted a letter to the judge pleading for “mercy” and apologising for the “hurt and pain” he has caused others.

He expanded on this in court, saying he wanted to “personally apologise” to Cassie for “any harm” he caused her “emotionally or physically”, and to Jane – and all victims of domestic violence.

He told the court he got “lost in my excess and lost in my ego”, but since his time in prison he has been “humbled and broken to my core”.

Combs continued: “I hate myself right now… I am truly sorry for it all.”

Once one of the most influential hip-hop producers of the 1990s and 2000s – the founder of Bad Boy Records and a Grammy-winning artist in his own right – he has led a very different life since his high-profile arrest.

He was facing a maximum of 20 years in prison for the prostitution-related charges, so the sentence is towards the lower end of the scale.

Prosecutors had argued he should spend at least 11 years behind bars, while Combs’s lawyers were calling for him to be freed almost immediately due to time already served since his arrest just over a year ago.

Christy Slavik, for the prosecution, told the judge sparing the rapper serious prison time would excuse years of violence.

‘Make the most of that second chance’

The judge, who had rejected bail for the rapper several times before sentencing, told him that he would get through his time in prison. It will be hard, he said, but he will still “have a life afterwards”.

Combs has “a chance for renewal and redemption”, he added. “What went wrong can be made right… I am counting on you to make the most of that second chance.”

Outside the courthouse, journalists and onlookers swarmed the pavements as TV crews stood in a long row across the street, echoing scenes from the two-month high-profile trial.

It included four days of testimony from Cassie, now Cassie Ventura Fine, who told the court she was coerced and sometimes blackmailed into sexual encounters with male sex workers, referred to as “freak offs”.

Cassie responds

Jurors were also shown video clips of Combs dragging and beating her in a Los Angeles hotel hallway after one of those sessions in 2016.

Combs referred to this in court, saying it was a “heavy burden” that he will forever carry, and that he was “sick from drugs” and “out of control” at the time, “lost in my excess and lost in my ego”.

Ahead of the sentencing, Cassie also submitted a letter to the judge, calling Combs a “manipulator” and saying she would fear for her safety should he be immediately released.

Responding to the sentence, her lawyers Douglas Wigdor and Meredith Firetog (Wigdor LLP), said: “While nothing can undo the trauma caused by Combs, the sentence imposed today recognises the impact of the serious offences he committed.

“We are confident that with the support of her family and friends, Ms Ventura will continue healing knowing that her bravery and fortitude have been an inspiration to so many.”