John Lewis & Partners

The Beginner

We created The Beginner, John Lewis’s Christmas advert for 2022, telling the simple story of a middle-aged man with a big heart and a resting grump face, who takes up a new hobby in the run up to Christmas. It swiftly became a nationwide sensation, with a 90% positive online sentiment. It spawned countless articles, radio and TV segments, was voted as the best John Lewis advert ever by readers of The Mirror, hit over 15m views in the first 72 hours, and ended up as the second-most viewed John Lewis Christmas ad of all time.