![Pinterest](https://pinterest.com/pin/create/button/?url=https://uknews.evprotec.com/christmas-adverts-toned-down-during-cost-of-living-crisis/&media=https://uknews.evprotec.com/wp-content/uploads/2022/11/127566792_johnlewischristmasadvert2022ellie.jpg&description=Image source, John LewisImage caption, Ellie, a teenager entering a new foster home, appears in the John Lewis Christmas advert.The Christmas adverts have started on TV - and as ever, many are stuffed with sentimentality, nostalgia and joy.But as the cost of living soars, some retailers have opted for a more muted approach to their campaigns this year.John Lewis said its advert, featuring a foster family, was less about buying things and more about kindness.But some retail experts warned scenes of bountiful buffets in other ads were still out of touch as families struggle with rising prices.John Lewis is the latest big name brand to beam its festive message into homes around the UK. It told the BBC the cost of living crisis was "front of mind" when deciding what tone the advert should take."I don't think we're going out there saying, 'don't buy anything'. Because we wouldn't be in business," said Claire Pointon, director of customer at John Lewis."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."Image caption, John Lewis's Christmas advert follows a man as he tries to learn to skateboard.The advert, called 'The Beginner', shows a middle-aged man learning how to skateboard and suffering a series of accidents and failed attempts in the process.In the final scene, we meet Ellie, a young teenager clutching her skateboard as she waits to enter her new foster home. The reason for the man's efforts become clear, as we realise he was trying to master the skill of skateboarding in order to connect with Ellie.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.But it doesn't have any of the special effects that you might have seen in Christmases past, nor any recognisable celebrities.That was a "ve){kind=link}
Christmas adverts have started on TV – and as ever, many conjure up sentimentality, nostalgia and joy.
But as the cost of living soars, some retailers have opted for a more muted approach to their campaigns this year.
John Lewis said its advert, featuring a foster family, was less about buying things and more about kindness.
But some retail experts warned scenes of bountiful buffets in other ads were still out of touch as families struggle with rising prices.
John Lewis is the latest big name brand to beam its festive message into homes around the UK. It told the BBC the cost of living crisis was “front of mind” when deciding what tone the advert should take.