- Launched: 4 November, 2021
- Soundtrack: Cover of Philip Oakey and Georgio Moroder’s Together in Electric Dreams, sung by Lola Young
- Length: 2 Minutes
- Agency: Adam&EveDDB
- Charitable Focus: FareShare & Home-Start
Our Rating
3.5/5
Was the Unexpected Guest ad out of this world?
Get cozy and ready to feel the festive warmth as the John Lewis Christmas advert 2021 brings us a touching story of friendship and holiday traditions. With Lola Young’s enchanting voice covering ‘Together In Electric Dreams’, this ad is set to become a cherished part of your Christmas ritual!
This year’s narrative weaves a story that captures hearts, reminding us of the wonder and excitement that await in the magical moments shared with loved ones over the Christmas period.
14-year-old Nathan, discovers a space traveller, Skye, who has landed in the woods beside his home. As he introduces her to the season’s traditions, from decorating the tree to eating mince pies, their friendship blossoms and we see the magic of Christmas through the eyes of someone experiencing it for the first time.
Soundtrack
Creativity behind the John Lewis Christmas advert 2021
Creative minds from adam&eveDDB crafted the John Lewis 2021 ad, teaming up with director Mark Molloy to bring the heartwarming story of “Unexpected Guest“ to life with holiday magic.
Charitable Focus
The charitable focus for the John Lewis Christmas advert 2021: Unexpected Guest, was centred on helping vulnerable families. John Lewis partnered with two charities: FareShare and Home-Start. FareShare works to combat hunger and food waste by redistributing surplus food to those in need, while Home-Start provides support to families with young children who are going through difficult times. The campaign aimed to raise awareness and funds to help families who were struggling, particularly those impacted by the effects of the COVID-19 pandemic, aligning with the ad’s theme of care and compassion during the festive season.
Social Media Engagement
Many praised its heartwarming and inclusive storyline, however, others felt that it lacked the emotional punch and nostalgic charm of previous years, with some commenting that it didn’t evoke the same level of festive sentimentality.
Viewers on platforms like Twitter expressed disappointment, saying the ad felt more like a generic sci-fi story than a memorable Christmas message. Others found the alien concept a bit out of touch with the traditional warmth that past John Lewis ads had delivered. While some enjoyed the creativity and visuals, there was a noticeable audience who felt it didn’t quite hit the mark emotionally compared to iconic ads like “The Bear and the Hare” or “Monty the Penguin.”
To wrap it up...
While the message behind the John Lewis 2021 Christmas ad, “Unexpected Guest,” carries a wonderful sentiment about connection and inclusivity, the execution didn’t quite land as effectively as it could have. The idea of welcoming someone different during the holiday season is heartwarming and relevant, but the alien storyline felt a bit too detached from the festive traditions that people look forward to in these ads. John Lewis aimed to explore new creative territory, but in doing so, they may have sacrificed some of the emotional depth and nostalgic charm that made their previous campaigns so beloved. Ultimately, the meaning was great, but the execution missed the emotional mark that fans have come to expect.
