John Lewis has launched its 2021 Christmas advertising campaign titled ‘Unexpected Guest’. The two-minute advert is a story of friendship that celebrates the magic of Christmas moments experienced for the first time.
Viewers embark on a Christmas journey through the eyes of the lead characters; a young boy called Nathan and the space traveller, Skye. Nathan discovers and befriends Skye, who has landed in the woods beside his home.
Nathan introduces Skye to many of his family’s festive traditions and brings them to life for her in the woods. They decorate the tree with fairy lights and celebrate the tradition of eating and hosting together. He also introduces her to the joy of thoughtful gifting by giving her his Christmas jumper.
Through these shared moments, viewers see the magic of Christmas through the eyes of someone who has never experienced it before.
Performing the soundtrack to the advert is 20-year-old singer-songwriter, Lola Young. The track ‘Together in Electric Dreams’, originally released by Philip Oakey and Giorgio Moroder in 1984, was chosen as a celestial complement to the advert.
Commenting is Claire Pointon, Director of Customer. “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.”
John Lewis is also bringing the story of the advert to life in its 10 Christmas Emporiums.
There, customers can get up close to Skye’s ship and create and share an interactive gif on social media. A version of Nathan’s Christmas jumper that he gifts to Skye will also be available in John Lewis stores and on johnlewis.com in men’s, women’s and children’s sizes.
Furthermore, the retailer will donate 10% of the profits for each jumper sold equally to its Give a Little Love charities; FareShare and Home-Start UK. The advert will also be easy to explore and shop on the retailer’s website, with all the products featured in the advert available from John Lewis. Customers will be able to shop key scenes and make purchases directly from them.
A first this year, My John Lewis Members will also be able to interact with the advert. They will have exclusive access to a virtual experience on both the app and website. Members can take on the character of Nathan and explore the world of the advert through his eyes. Plus, they can discover AR characters as well as downloadable prizes for children, such as printable toys and activities.
