The holidays are here and the barrage of advertisements has begun, but one brand is standing above the rest for their powerful message this season.

U.K. retailer John Lewis & Partners, known for their imaginative Christmas advertisements, is instead putting a spotlight on an important cause for 2022.

In this year’s highly anticipated ad, the brand has launched “The Beginner” which shares the story of a family preparing to welcome a child in foster care — but the viewer doesn’t know that at first.

A cover of Blink 182’s “All The Small Things” by Mike Geier begins to play as the man’s efforts progress through more falls and skateboard-related injuries through the Christmas season.

At the end of the video, the family is seen opening the door to a social worker and a girl, who is holding her skateboard. “I skate a bit too,” the man says pointing to his own battered board.

The ad ends with a frame sharing that there are more than 108,000 children and young people in the U.K.’s care system.

In the United States, according to a 2021 report by U.S. Department of Health and Human Services, about 391,000 children are in foster care.

In just 24 hours since being shared, the ad has amassed more than 2.2 million views.

“As someone who’s been in the care system myself as a child, this really feels close to home … It does make you think about how powerful adverts can be, even if they are simple and basic,” one user wrote.

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credits: today show, kait hanson, john lewis and partners

A plucky penguin at the New England Aquarium has a new bounce in her step after being fitted with a pair of custom orthopedic sandals. The 24-year-old African penguin, named Beach Donkey, was diagnosed with a chronic foot condition common among avian species, and the sandals were crafted as part of her treatment plan. But getting her to happily wear them required some buttering up by the people who know her best.

“Field trips” around the aquarium served as incentives: The little bird enjoyed “novel views” as she strolled through the facility, allowing trainers to work with her feet in a more hands-on manner. “She has always been a curious bird and seemed to really like the opportunity to explore the aquarium, outside of her exhibit space. Of course, our staff also loved when she would make appearances in unexpected places,” said Senior Penguin Trainer Amanda Barr.

In addition to caring for Beach Donkey and her fellow penguins, the New England Aquarium participates in a program called African Penguin SAFE (Saving Animals From Extinction), which supports conservation efforts and breeding programs to increase the birds’ presence in the wild.

*i can so identify with beach donkey,

as i began wearing birkenstock sandals

when my feet (and my doc)

rebelled against me going barefoot any longer

changed my world

and i have my own cool name too – peaches

we are almost twins.

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photo credit: new england aquarium, nice news

attendees stand up comedy show

alan zweibel and laraine newman – old friends from saturday night live

cathy guisewite with her shoe

erma’s grandson sees her selectric typewriter

tried to open my hotel room coffee, attempted to bite it, finally had to stab it with a pen

trouble getting in and out of magic star trek door

always a sure sign of a long night, an abandoned jerky wrapper

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“it takes a lot of courage to show your dreams to someone else.”

-erma bombeck