John Lewis 2021 Christmas ad sees Nathan, 14, teach an alien festive traditions

4 November 2021, 00:03 | Updated: 10 November 2021, 15:18

John Lewis launch 2021 'Unexpected Guest' Christmas advert

By James Morris

A young alien experiencing her first Christmas – complete with mince pies and novelty jumper – features in this year's John Lewis festive campaign.

Listen to this article

Loading audio...

The highly-anticipated ad, released today at 8am, is a return to form for the retailer as it attempts to tap in to customer enthusiasm for a traditional Christmas season after last year's muted celebrations amid pre-vaccination Covid.

Titled "Unexpected Guest", the two-minute ad stars space traveller Skye crash-landing at the height of festivities in the woods near the home of 14-year-old Nathan, who introduces her to the traditions of eating mince pies, decorating the tree and, to her slight confusion, wearing novelty jumpers.

The soundtrack is provided by 20-year-old London singer and songwriter Lola Young, who performs a cover of Together In Electric Dreams, originally released by Philip Oakey and Giorgio Moroder in 1984.

The release of the ad is around a fortnight earlier than usual and comes as the retailer revealed Christmas-related searches on its website are up 50% on this time last year.

The ad was created with agency adam&eveDDB, with John Lewis refusing to reveal a budget but saying it was in line with previous years' spending.

Shoppers can buy a version of the Christmas jumper that Nathan gives Skye – minus the added lights in the ad's version, in a nod to environmental sustainability – for between £14 and £29 depending on size, with 10% of the profits going to the charities FareShare and Home-Start UK.

The new John Lewis advert has been released.
The new John Lewis advert has been released. Picture: John Lewis

Every product in the ad is from John Lewis, with customers able to "shop key scenes", including the decorated Christmas tree and dinner table.

The ad first airs at 8.15pm on Thursday on ITV during The Pride of Britain Awards after launching at 6.30am for members of the "My John Lewis" loyalty scheme via email access, and from 8am on the retailer's website and social media channels.

John Lewis customer director Claire Pointon said: "There is nothing more magical than discovering the joy of Christmas for the first time and enjoying your favourite festive moments with loved ones.

"After the last 18 months, we wanted our advert to really celebrate this as we look forward to a brighter future.

"We know our customers are excited for this festive season more than ever, as they reconnect with family and friends. Through the story of Skye and Nathan we celebrate friendship and are reminded of the joy of experiencing Christmas for the first time."

The campaign comes after the retailer "deviated slightly" last year from the style of previous adverts due to the backdrop of Covid-19 with nine different vignettes showing acts of kindness.

More Latest News

See more More Latest News

More weather warnings are in place for Monday after Storm Bert saw five Brits die over the weekend.

Storm Bert bashes Britain: Five die after flooding with more weather warnings in place for Monday

A former British soldier has been captured by Russian forces while fighting for Ukraine, state media has claimed.

Former Brit soldier 'captured by Russia' while fighting in Ukraine

Assisted dying law changes will pass the Commons on Friday, MPs in support of the bill have claimed ahead of the crunch vote.

Assisted dying bill 'has enough support to pass Commons' next week, MPs supporting change claim

Bar staff will be trained to deal with spiking under a new crackdown on violence against women on nights out, Sir Keir Starmer has announced.

Bar staff to get anti-spiking training as part of Starmer's crackdown on nightlife violence against women

Former England ace Wayne Rooney has broken his silence about wife Coleen appearing on I'm A Celebrity! Get Me Out Of Here.

Wayne Rooney admits he's voting for wife Coleen to do I'm A Celeb trials and 'wants to go into the jungle next'

Members of the Israeli forces inspect a site following a rocket fired from Lebanon hit an area in Rinatya, outskirts of Tel Aviv, Israel, Sunday, Nov. 24, 2024. (AP Photo/Leo Correa)

Hezbollah fires massive '340 missile' barrage in Tel Aviv after Israel killed 29 in Lebanon

A man in his 80s has died after his car went into the water in Lancashire 0n the latest Storm Bert fatality.

Man in his 80s dies after car goes into water as Storm Bert flooding sees major incident declared

Exclusive
Shadow Housing Secretary Kevin Hollinrake has called on Labour to stand up to the International Criminal Court after it issued an arrest warrant for Israeli Prime Minister Benjamin Netanyahu.

Labour should stand up to the ICC over Netanyahu arrest warrant, top Tory tells LBC's Lewis Goodall

Mixed martial arts fighter Conor McGregor (centre) and partner Dee Devlin leave the High Court in Dublin after the personal injury case against him.

Conor McGregor deletes vile rant about woman he raped after civil jury found him liable for 2018 attack

Lauren Laverne has revealed she is cancer-free

Lauren Laverne reveals she's cancer free in major health update

Wales has been hit with severe flooding

Body found in search for man, 75, who went missing while walking his dog near river during Storm Bert

Storm Bert is battering Britain for a second day

Major incident declared as Storm Bert causes 'devastating' floods with homes and cars left underwater

Westminster Bridge has been closed off following the stabbing

Man left fighting for his life after cardiac arrest on Westminster Bridge after stabbing rumours

Zayn Malik has paid tribute to Liam Payne

'Love you bro': Zayn Malik pays tribute to Liam Payne at first show since former bandmate's death

Diane Abbott speaks to Lewis Goodall

'It's literally a life and death question': Diane Abbott calls for more discussion on assisted dying before vote

Storm Bert i battering Britain for a second day

'Danger to life' warning as Storm Bert batters Britain for second day with more than 200 flood alerts in place