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Sinead Butler
Nov 04, 2021
It’s the announcement we Brits look forward to every year in the festive calendar – this release of the John Lewis Christmas advert.
In this year’s Christmas campaign, called Unexpected Guest, we follow 14-year-old Nathan who discovers that space traveller Skye has crash-landed in the woods near his home, just before the height of the festive season.
Upon meeting each other, the pair strike up a heart-warming friendship, as Nathan teaches Skye about different Christmas traditions such as eating mince pies, decorating the tree and sporting novelty jumpers (Confusing concepts if, like Skye, you don’t know what Christmas is).
What happens when an #UnexpectedGuest lands in your forest? 🌠 You show them how Christmas is done, of course 🎄 Fin… https://t.co/aR8v2o1VWN— John Lewis & Partners (@John Lewis & Partners) 1636012887
Each year, there is just as much anticipation surrounding the song choice as there is for the actual advert and, for 2021, 20-year-old London singer and songwriter Lola Young performs a cover of Together In Electric Dreams. This song was originally released by Philip Oakey and Giorgio Moroder in 1984.
You may also be thinking that the release feels a little early for the retailer, and you would be correct. The release of the ad was pushed forward to a fortnight earlier than usual, with the retailer claiming that Christmas-related searches on its website are up 50 per cent on this time last year.
With all that in mind, it’s no surprise that John Lewis is currently trending on Twitter as viewers share their initial thoughts on the festive feel-good advert. Here’s a flavour of what viewers are saying:
Who’s cutting onions 🥺❤️ https://t.co/XobTfUbDo8— Ash (@Ash) 1636014749
The perfect Christmas ad ❤️🚀✨ #UnexpectedGuest https://t.co/xlkfbsLN6r— Mel Green (@Mel Green) 1636014053
My favourite day of the year ⬇️ https://t.co/2wbSXeNlrx— Lindsay Millar (@Lindsay Millar) 1636014042
I wasn’t expecting to get teary eyed over this when I thought I wouldn’t? yes I have, my heart feels all warm and s… https://t.co/acGfaVXc1S— Courtney Parry🌻🌈 (@Courtney Parry🌻🌈) 1636013660
Sobbing! It’s officially Christmas 🎄 🌟 #UnexpectedGuest https://t.co/jj9ngzFebx— Sarah Jeffcoate (@Sarah Jeffcoate) 1636014737
WHAT A GREAT DAY 🎄🎅 https://t.co/6Czt3KBGRK— soph 🕸 (@soph 🕸) 1636014828
It’s 8:30am and I am already in tears… how do they do this to me every year! Christmas is coming 🤶🏽🎄 https://t.co/6zPGUf0cBH— Nourish With Nish (@Nourish With Nish) 1636014633
Others say the release of this year’s John Lewis Christmas ad means that the festive season has well and truly kicked off.
Yay, I have now officially entered Christmas mode 🎄🎅☃️ https://t.co/NKJCKNwyMd— Ms Ciara Boyle (@Ms Ciara Boyle) 1636013958
Aw I love it- Christmas has truly begun! #UnexpectedGuest https://t.co/m2kZwQPauP— McKate (@McKate) 1636014797
It's official...#Christmas2021 has started https://t.co/IhrPfANa5o— Barbara Evans (@Barbara Evans) 1636014602
https://t.co/mx5BuoMngt https://t.co/dedHV8u7XL— Charlie👩🏻🦰 (@Charlie👩🏻🦰) 1636014544
#johnlewisadvert is out. Decks are up. Merry Christmas one and all! #UnexpectedGuest https://t.co/4PGcDL71Wp— Ryan Merriman (@Ryan Merriman) 1636014637
Christmas has officially started 😍🎄👏 https://t.co/1oWkr9uVWp— Taylor✨ (@Taylor✨) 1636014498
It Might only be November 4th But Its Official… ITS CHRISTMAS🎄!! #UnexpectedGuest https://t.co/W4E9LV0YBV— Ian Brakspear (@Ian Brakspear) 1636013480
There were also plenty of comparisons between the advert’s storyline and other alien sci-fi films and TV shows.
One of them was the 70s TV series Boy from Space which includes “a strange blue alien boy” named Peep-Peep who befriends two human siblings.
John Lewis Christmas advert clearly inspired by a classic! #johnlewisadvert https://t.co/NczHDc5b1Z— Chris Johnson (@Chris Johnson) 1636011574
Looks like @JohnLewisRetail are ripping off The boy from Space this year! #johnlewisadvert #UnexpectedGuest https://t.co/erOH62gyEv— Dan Lewis (@Dan Lewis) 1636009384
@JohnLewisRetail Reminds me of the boy from space https://t.co/zZ4XUFFjwC— Bing bong (@Bing bong) 1636013851
@lucrezianews Those of a certain age remember ‘The Boy from Space’, from @LookandReadTV and that’s the vibe I’m get… https://t.co/hHNfyUzkjE— RufusT in da house! (@RufusT in da house!) 1636014218
Another comparison was to the 1982 classic E.T. the Extra-Terrestrial where an alien crash lands on Earth and is saved by young Elliot who decides to hide him before the pair strike up a friendship.
Oh it’s like festive ET 😭😍🎄 https://t.co/yy7OIesExh— Lora (@Lora) 1636014081
This is just a parody of #ET right? #UnexpectedGuest https://t.co/SbPkQ73jPu— Luke Anthony Walsh (@Luke Anthony Walsh) 1636014730
Well that Christmas John Lewis ad is a bit ET— 🌗🌍 MrsC 🌎🌓 (@🌗🌍 MrsC 🌎🌓) 1636012066
Loving the new John Lewis Christmas Ad, it gone all modern day ET 👽’Together in Electric Dreams’ will be a massive… https://t.co/em1Wg4lpzz— Louise (@Louise) 1636010519
I like the new John Lewis Xmas ad even if it is basically ET!! 😂 https://t.co/dqh5suA7NI— Jim (@Jim) 1636014782
Sci-fi Netflix series Stranger Things was also another series that people were saying the advert was similar to, as schoolboy Mike hides Eleven, a young girl with telepathic and psychokinetic abilities, after she escapes from Hawkins Laboratory, where experiments were being performed on her.
Really like this year's @JohnLewisRetail Christmas ad. #UnexpectedGuest. Has a bit of a Stranger Things about it.— Joe Harakis (@Joe Harakis) 1636010904
All a bit #StrangerThings Happy Xmas! https://t.co/zl5wHGzV88— Lucrezia Millarini (@Lucrezia Millarini) 1636013736
New Stranger Things Trailer https://t.co/z82wW6wQ8z— Padders (@Padders) 1636013961
However, the John Lewis ad has faced criticism for its apparently bad climate change messaging, particularly considering the COP26 climate conference is currently taking place.
@JohnLewisRetail Oooh, does it mean we don't need to worry about #Cop26 or climate and biodiversity breakdown due t… https://t.co/jd0C8LAYey— Ecoworrier451 (@Ecoworrier451) 1635993056
@JohnLewisRetail Is this going to be another shameless promotion of buying and consuming more "stuff" in the middle… https://t.co/vp89w4mLQq— George (@George) 1636013750
That spaceship didn't look climate friendly and it destroyed a few trees #gmb #JohnLewis— Dr David Bruce Banner (@Dr David Bruce Banner) 1636009936
Things people don’t seem to care about Climate change The constitution Animal welfare Human rights… https://t.co/3hrufs0fRE— gzn FBC LFT U&E 🏴 (@gzn FBC LFT U&E 🏴) 1636014859
Viewers also shared their reaction to this year’s John Lewis Christmas song, and many loved Lola Young’s cover of Together In Electric Dreams.
I wasn’t emotionally ready for the new #johnlewisadvert this morning. Love the #UnexpectedGuest concept and it’s a… https://t.co/dCbAy2ePRu— Anthony Dearie (@Anthony Dearie) 1636014251
Great song choice Together In Electric Dreams originally written by Giorgio Moroder and Philip Oakey 1984 👍 Take… https://t.co/Qe6aZrAeP7— Gary Oloman (@Gary Oloman) 1636013984
Love that cover. 😍🎶 https://t.co/7EoVVktYAc— Louise (@Louise) 1636013499
This version, of this song, and I’m a blubbering wreck. Unexpected Guest | John Lewis & Partners | Christmas Ad 2… https://t.co/QILzDC33DT— FLIP 🏳️🌈🤍 (@FLIP 🏳️🌈🤍) 1636015467
The choice of song on the new @JohnLewisRetail Christmas advert is 👌🏼 great #elecricdreams— ashley norris (@ashley norris) 1636009975
Have always loved this song and I really love this version of it. https://t.co/5SAFQQXnjV— Joan Middleton (@Joan Middleton) 1636015955
Though some pointed out that the song was first performed by Sheffield band The Human League, and found it ironic that the retailer chose this song after closing their Sheffield store earlier this year.
Of all the songs in all the world @JohnLewisRetail pick one written and first performed by a Sheffielder for their… https://t.co/GuuhCnzn7Y— Nancy Fielder (@Nancy Fielder) 1636013215
Oof! John Lewis choosing a song by a Sheffielder after closing the Sheffield store 🥴 https://t.co/iJCsQ5bHwO— Emma B 🌈 (@Emma B 🌈) 1636014629
Well done @JohnLewisRetail close the Sheffield store and use a Sheffield bands song for your Xmas add ! Really thoughtful .— katrina ferron (@katrina ferron) 1636010141
This advert marks a return to the retailer’s typical style after they “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.
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.”
With the John Lewis ad officially dropping, the real question is, can we put our Christmas decks up?
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