John Lewis & Partners use their 2022 Christmas ad to ignite conversations about children in care. This year’s ad shows the touching but bruising efforts of a foster dad determined to learn how to skateboard to share his new foster daughter’s passion for skateboarding.

Each year, the trend John Lewis started works because they have transformed the advert from something we want to ignore or fast-forward into something we want to watch. As human beings, we love a story. Here is the 2018 video that also speaks to themes that animate the Carver mission — nurturing the gifts that all our children possess.