John Lewis celebrates friendship and togetherness with 2021 Christmas advert

It has become an annual Christmas tradition… The launch of the John Lewis Christmas advert!

Consumers are taken on a magical journey through the eyes of the lead characters, a young boy called Nathan and the space traveller, Skye, who get truly into the festive spirit by decorating a tree and eating mince pies. Through these shared moments, we see the magic of Christmas through Skye’s eyes – someone who has never experienced Christmas before.

The two minute advert, entitled ‘Unexpected Guest’ and created in partnership with adam&eveDDB, is a story of friendship and togetherness, as John Lewis said so many people were unable to celebrate with loved ones last year.

This year’s soundtrack to the advert is performed by Lola Young, a 20-year-old singer-songwriter from South London. The track, ‘Together in Electric Dreams’, is a cover of the Philip Oakey and Giorgio Moroder 1984 original.

Many people will see the advert when it first airs on ITV this evening during The Pride of Britain Awards; however, 3.7 million My John Lewis members already had exclusive email access to the ad this morning (Thursday 4 November), and it’s now also live online for everyone.

This year, the story of the advert will be brought to life for customers in John Lewis’s 10 Christmas Emporiums, where they will be able to get up close with the characters. There will also be two Snapchat lenses available from today, plus a version of Nathan’s Christmas jumper that he gifts to Skye will be available in the retailer’s shops and online. A share of the profits from these jumpers will go to John Lewis’s Give a Little Love charities – FareShare and Home-Start UK.

In addition, a first for the retail giant this year for its Members is a virtual experience app and website, with downloadable prizes for children such as printable toys and activities. There will also be hidden characters from previous John Lewis Christmas adverts hiding in there.

Claire Pointon, Director of Customer at John Lewis, 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. Through the story of Skye and Nathan we celebrate friendship and are reminded of the joy of experiencing Christmas for the first time.”

Watch the advert.