![]() ![]() A long-suffering wife smiling supportively as her husband returns home with yet another injury. ![]() It starts off low-key, a middle-aged man trying, and largely failing, to learn how to skateboard. One advert isn’t going to materially change their lives, but at least it is kick-starting an overdue conversation. After years of saccharine storylines and far too much CGI snow, John Lewis has released a moving campaign that takes the novel approach of highlighting the importance of investment in the care system (rather than simply getting us to buy more stuff).Īfter all, this Christmas, an estimated 100,000 young people and children in the UK will spend the day in care or in other temporary accommodation. It’s an odd quirk of this country - but at least this year we can analyse a genuinely good advert. In Britain, however, we debate the highly-anticipated John Lewis Christmas ad as a vital sign of the health of the nation. It is difficult to imagine French intellectuals having a passionate conversation about a Monoprix ad, and even the angriest American commentators don’t seem to care much about Walmart’s on-brand festive messaging. ![]()
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