John Lewis says the cost of living crisis was 'front of mind' as it joins other big brands launching festive campaigns.
By Noor Nanji & Charlotte McDonaldChristmas adverts have started on TV - and as ever, many conjure up sentimentality, nostalgia and joy.
But some retail experts warned scenes of bountiful buffets in other ads were still out of touch as families struggle with rising prices. "But this advert is not about "go and buy things". This advert is about saying how can you as an individual show kindness to someone else who may need it. I think that's quite an important message at Christmas."John Lewis's Christmas advert follows a man as he tries to learn to skateboard.
John Lewis would not comment on how much it cost to make the advert, which is 90 seconds long and set to a cover of Blink 182's All The Small Things by the artist Mike Geier. "We have to be mindful of not encouraging or pressurising people into feeling that they have to consume vast amounts in order to have a happy time," she said.
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