The highly anticipated John Lewis Christmas advert 2021 is out – Christmas has landed. But with an unexpected guest this year.
Our Christmas ideas brainstorming doesn't really begin until the seasonal adverts start hitting our screens. The John Lewis Christmas advert has become the highlight of the Christmas countdown since its first blockbuster advert in 2007 that cost a whopping 6 million pounds to make.
John Lewis Christmas advert 2021
This year the advert has landed a few weeks early this year and stars an unexpected guest - Skye, an Alien who comes to earth and experiences Christmas for the first time. The two-minute advert debuted this morning to John Lewis & Partners customers via email at 6.30am.
The John Lewis & Partners Christmas advert is called 'Unexpected Guest' and follows a young boy called Nathan and the space traveller, Skye who has landed in the woods beside Nathans home.
The advert celebrates the joy of friendship and the wonder of Christmas as Nathan introduces Skye to his family’s festive traditions for the first time. All to the soundtrack of Philip Oakey and Giorgio Moroder 'Together in Electric Dreams' performed by Lola Young, a 20-year old singer-songwriter from South London.
A friendship blossoms as they decorate a tree with fairy lights, he even encourages her to try her first mince pie. At the end, before Skye returns home she receives her first Christmas present, his Christmas jumper, a version of which customers will be able to purchase online and in-store.
John Lewis & Partners Christmas advert jumper, £14
A version of the advert jumper will be available in mens, womens and childrens sizes. 10 per cent of the profits of each jumper will be given to John Lewis & Partners Give a Little Love charities FareShare and Home-Start UK. Prices start at £14 for the kid’s version.
'There is nothing more magical than discovering the joy of Christmas for the first time and enjoying your favourite festive moments with loved ones,' says Claire Pointon, Director of Customer.
'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.'
Lola Young says: 'I feel super honoured to be a part of this, growing up I always watched the John Lewis Christmas adverts, they’re iconic and so it kinda feels surreal getting asked to be in one.'
'It also means a lot as an up-and-coming artist to be a part of something this special,' she adds. 'Together In Electric Dreams is a very beautiful song.
'I love that era of music and I think Philip Oakey & Giorgio Moroder are incredible. The lyric and soul within the song is something inspirational, fitting to the story within the ad. I feel so excited to be covering it and working with John Lewis.'
John Lewis & Partners have turned this year's advert into a fully interactive event creating installations of an apparently crashed spacecraft on the South Bank in London and in Newcastle last week.
A Snapchat filter is also available to mark the launch today. For the first time My John Lewis MeWhen will the John Lewis Christmas advert 2021 be released?mbers will be able to interact with the advert through 'Unexpected Guest: The Experience' on the app and website.
When will the John Lewis Christmas advert 2021 be released?
The department store built up anticipation for the new ad, teasing that an unexpected guest would be landing on the 4th of November at 8 am on social media.
As well as debuting online, the advert will air this evening at 8.15pm on ITV, in a special premiere during The Pride of Britain Awards.
The Christmas adverts have started earlier than ever this year, with Very launching its first festive advert in October. Marks & Spencer also choose the 4th of November to unveil their Christmas advert which featured Percy Pig for the first time ever.
The 4th November appears to have officially been marked as the first day of Christmas. John Lewis & Partners released the advert earlier than usual after a rise in searches for Christmas products on its website.
Last year's John Lewis Christmas advert
Last year John Lewis abandoned its traditional character-led campaigns like 2019's Edgar the Dragon and 2016's Buster the boxer. Instead, it opts for a part-animated, part live-action advert that featured animals, snowmen, and all the festive tropes you would expect.
Like with most John Lewis and Partner's adverts it was anchored in a theme of goodwill and charity. However, rather than a break-out star character, it was the heart-shaped umbrella that became a bestseller off the back of the advert.
What do you think of this year's advert?
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Rebecca Knight has been the Deputy Editor on the Ideal Home Website since 2022. She graduated with a Masters degree in magazine journalism from City, University of London in 2018, before starting her journalism career as a staff writer on women's weekly magazines. She fell into the world of homes and interiors after joining the Ideal Home website team in 2019 as a Digital Writer. In 2020 she moved into position of Homes News Editor working across Homes & Gardens, LivingEtc, Real Homes, Gardeningetc and Ideal Home covering everything from the latest viral cleaning hack to the next big interior trend.
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