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John Lewis “The Beginner” 2023

John Lewis “The Beginner” (2023) is a John Lewis commercial directed by Steve Rogers for adam&eve\TBWA, produced by Biscuit Filmworks. It won 5 awards, including Clio 2023 Silver — Film / 61 Seconds to Five Minutes, British Arrows 2023 Bronze — Retailers and AICP Post 2023 Winner Storytelling.

A middle-aged man struggles to learn skateboarding, enduring falls and injuries, all to connect with a young girl entering his family's home for Christmas, revealing a heartwarming story of fostering and acceptance.

Video: John Lewis on YouTube

Shot by shot

  1. A man in his 40s with a beard and a dark jacket puts on a black helmet with red straps, looking determined in a suburban street.© John Lewis0:00
  2. A skateboard rolls across a wet asphalt road and crashes into a bush on the side of the road.© John Lewis0:05
  3. A man in a dark coat and jeans walks into a house, holding a skateboard and a helmet, in a medium shot.© John Lewis0:10
  4. A man in his 40s, wearing a dark jacket and light green t-shirt, sits on a green sofa, holding an ice pack to his knee, wincing in pain in a living room.© John Lewis0:15
  5. A man in his 30s attempts to skateboard in a concrete skatepark, while other people skate and watch in the background at dusk.© John Lewis0:22
  6. A man in a dark jacket and red sweater attempts to skateboard on a suburban street, holding onto a brick wall for balance.© John Lewis0:30
  7. A young man in a black hoodie and cap attempts to skateboard down a suburban street, losing his balance and falling as another person walks by.© John Lewis0:34
  8. A man in a yellow jacket stands in a kitchen, looking at a woman who is wrapping a gift on the counter.© John Lewis0:43
  9. A man and a woman are in a kitchen, preparing food. The man is peeling potatoes at a sink, and the woman is chopping vegetables on a counter.© John Lewis0:59
  10. A young girl with long brown hair, wearing a green jacket, stands awkwardly holding a skateboard with stickers, while an adult woman smiles beside her at a doorway.© John Lewis1:06
  11. A young girl with long brown hair, wearing a green jacket, holds a yellow skateboard and looks at someone off-screen at a house entrance.© John Lewis1:13
  12. A couple stands in their doorway, smiling warmly at a young girl with a backpack and an adult, who are partially visible in the foreground.© John Lewis1:16

Stills © John Lewis. Made by adam&eve\TBWA, Biscuit Filmworks and Steve Rogers.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Man learns skateboarding to bond with a foster child at Christmas.

Tagline: “We're making a long-term commitment to support the futures of young people from care.”

learning a new skillfoster careChristmas spiritintergenerational bondingovercoming challengessecret preparation

The cut

Length
90 s
Shots
38
Average shot
2.4 s

What creatives use John Lewis “The Beginner” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of John Lewis “The Beginner”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A man in his 40s with a beard and a dark jacket puts on a black helmet with red straps, looking determined in a suburban street.© John LewisA skateboard rolls across a wet asphalt road and crashes into a bush on the side of the road.© John LewisA man in a dark coat and jeans walks into a house, holding a skateboard and a helmet, in a medium shot.© John LewisA man in his 40s, wearing a dark jacket and light green t-shirt, sits on a green sofa, holding an ice pack to his knee, wincing in pain in a living room.© John Lewis
    Frames from John Lewis “The Beginner”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of John Lewis “The Beginner” in order, with its length, framing and what happens in it.

    A man in his 40s with a beard and a dark jacket puts on a black helmet with red straps, looking determined in a suburban street.© John LewisA skateboard rolls across a wet asphalt road and crashes into a bush on the side of the road.© John LewisA man in a dark coat and jeans walks into a house, holding a skateboard and a helmet, in a medium shot.© John LewisA man in his 40s, wearing a dark jacket and light green t-shirt, sits on a green sofa, holding an ice pack to his knee, wincing in pain in a living room.© John LewisA man in his 30s attempts to skateboard in a concrete skatepark, while other people skate and watch in the background at dusk.© John LewisA man in a dark jacket and red sweater attempts to skateboard on a suburban street, holding onto a brick wall for balance.© John Lewis
    Length: 90 s · Shots: 38 · Average shot: 2.4 s

  3. 03Ad ideas: every spot built on a learning a new skill

    Before you present an idea, you need to know who has done it, and how.

    John Lewis “The Beginner” is built on a learning a new skill. Search the library by idea to see every spot that uses it.

    Co-op “Coop - Wish”© Co-opSharesies AU “Sharesies - Driving”© Sharesies AUGirls Who Fight “Gemma Sheena”© Girls Who FightAlaska Airlines “Woodcarving”© Alaska Airlines
    Co-op · Sharesies AU · Girls Who Fight · Alaska Airlines

More commercials by Steve Rogers

More from adam&eve\TBWA

  • Harvey Nichols "Shoplifters" (2016) commercial still© Harvey NicholsHarvey Nichols “Shoplifters” 2016Dir. Layzell Bros · adam&eve\TBWACannes Lions Grand Prix 2016
  • John Lewis Financial Services "Tiny Dancer" (2015) commercial still© John Lewis Financial ServicesJohn Lewis Financial Services “Tiny Dancer” 2015Dir. Dougal Wilson · adam&eve\TBWALondon International Awards Grand Prix 2016
  • John Lewis "Monty's Christmas" (2015) commercial still© John LewisJohn Lewis “Monty's Christmas” 2015Dir. Dougal Wilson · adam&eve\TBWACannes Lions Grand Prix 2015
  • Foster's "Good Call" (2014) commercial still© Foster'sFoster's “Good Call” 2014adam&eve\TBWAIPA Effectiveness Awards Grand Prix 2014
  • Puma "I Got High" (2026) commercial still© PumaPuma “I Got High” 2026Dir. Elliott Power · adam&eve\TBWACreative Circle Gold 2026
  • Calm "Missed Birthdays" (2025) commercial still© CalmCalm “Missed Birthdays” 2025adam&eve\TBWAANDY Awards Gold 2025

Award-winning retail commercials

Questions

Who directed the John Lewis “The Beginner” commercial?

Steve Rogers directed it, produced by Biscuit Filmworks, for the agency adam&eve\TBWA.

Which agency made John Lewis “The Beginner”?

adam&eve\TBWA created it for John Lewis (2023).

What awards did John Lewis “The Beginner” win?

5 awards, including Clio 2023 Silver — Film / 61 Seconds to Five Minutes, British Arrows 2023 Bronze — Retailers, AICP Post 2023 Winner Storytelling and Ad Age Best Ads of 2022 #8.

What is the tagline of John Lewis “The Beginner”?

“We're making a long-term commitment to support the futures of young people from care.”

Sources for the credits and awards

britisharrows.comen.wikipedia.orgaicpawards.comweb.archive.orgweb.archive.orgclios.com