How the John Lewis Christmas advert supports Action for Children

Across the UK, many of us have been eagerly waiting for the release of John Lewis' Christmas advert. Over the years, it has become a tradition that signifies the start of the festive season.

In 2022 and 2023, we were proud to be supported in John Lewis’s iconic Christmas adverts, which helped shine a light on the vital work we do and the children and families we support every day.

This year's advert, titled 'Where Love Lives', features a father and son bonding over the classic 90's dance song of the same title by Alison Limerick. After clearing away a pile of wrapping paper, the father finds a gift for him - a record, which he takes straight to his record player.

Memories of his youth, as well as of his son as a baby and toddler, flash through his mind as he listens. The ad comes to a close as the two reunite in the living room, sharing a slightly embarrassed hug and laugh.

British artist Labrinth has contributed a new version of the track, which is being sold exclusively through Rough Trade with John Lewis for £14.99. All profits will go to the Building Happier Futures programme, which supports care-experienced people.

2022's advert, titled "The Beginner", shone a spotlight on the importance of social care, and John Lewis' Building Happier Futures Programme – their long-term commitment to helping children from care.

It features a man trying to master skateboarding, failing comedically but persevering nonetheless - but why? In the final scene, his motive is revealed. A knock at the door reveals a social worker and a young teenager, skateboard in hand, ready to enter her new foster home. We understand that he has been learning in order to connect with the teenager as she is welcomed into his family home.

We were lucky to be work alongside Who Cares? Scotland on this advert and the programme at large with John Lewis.

2023's advert, called "Snapper, the Perfect Christmas Tree", similarly supports our work with vulnerable children and young people across the UK. How? Through the advert’s emotive, classical soundtrack.

The story begins with a young boy who excitedly buys a seed at a quirky antiques market with his Gran. The label on the box says ‘grow your own perfect Christmas tree’ – the ultimate winter activity. However, the seed unexpectedly grows into a mischievous Venus Fly Trap named Snapper who is lovingly welcomed into the family and their Christmas traditions.

Classical singer Andrea Bocelli sang the bespoke song 'Festa', meaning celebration, for this ad. 10p of every download went to charity partners Action for Children, Home-Start UK, and Who Cares? Scotland.