John Lewis’ Christmas ad goes back to basics with foster dad’s story

From M&S to Tesco, festive advertisers have plumped for themes echoing strong family or community values

John Lewis has swept aside the fake snow, the celebrities and even the cute pets for a back to basics Christmas ad which raises awareness of young people in care.

The department store's annual campaign, a TV moment that has kickstarted the festive season in the UK for more than a decade, focuses this year on a middle-aged man's efforts to prepare for the arrival of a new foster daughter - Ellie - by trying to share her passion for skateboarding.