UK retailer John Lewis has released its 2021 Christmas commercial, with its arrival usually signalling that seasonal shopping is now on.
Clues to the two-minute ad, Unexpected Guest, created by Adam&eveDDB, came with a staged crash in London's South Bank with the message "Christmas is landing 04/11/21".
Reports of the crash came via social media.
The story revolves around a 14-year-old boy, Nathan, discovering a crash-landed space ship in the woods near his home containing a girl, Skye.
He introduces her to Christmas traditions such as a loud jumper, mince pies, decorating a Christmas tree and fairy lights.
The music is Together in Electric Dreams (a 1984 hit by British singer and composer Philip Oakey and Italian composer and producer Giorgio Moroder) sung by 20-year-old Lola Young.
The director is Mark Molloy, one of the most sought-after directors in the advertising industry, known for work that is emotionally charged and visually compelling. He has worked with brands including Qantas, Samsung, Nike, Toyota and Nissan.
John Lewis calls it a story of friendship and magical moments: "We see the magic of Christmas through the eyes of someone experiencing it for the very first time."
The retailer has also linked the story to items for sale. Ten per cent of the sales the Christmas jumper, customised with a star and twinkly lights, will be donated to support families in need.
Georgia Phillips, COO at specialist brand and communications insights agency Luma Research: "You know Christmas is here when the John Lewis ads launches. They really know how to do it well!
"There are some interesting themes and we will likely see them play out in the Christmas ads here this year.
"After the past couple of pretty horrid years brands are looking to connect with consumers in a positive and meaningful way, but also to distract us from reality.
"Consumers are yearning for a sense of hope and connection. The magic of Christmas is a great way to engage, create some positivity and build excitement about the event. Shots of the decorating a gorgeous tree inspires people to start preparing for a big party and to buy gifts for loved ones and friends.
The idea of connection is conveyed through the ad in a strong way. How better to show people coming together and uniting than through the union of a boy from earth and a girl from outer space. It also takes us away from reality and helps us to dream a little.
"The music is Together in Electric Dreams the stand out for this ad. It communicates this idea of connection and unity – “we’ll always be together” and it will trigger a sense of nostalgia for those of us who grew up in the 80s. The mix by Lola Young also gives it a contemporary feel which will introduce the song to a new generation.
"And the clever casting and moments of humour and references to Love Actually will make the story relatable to consumers.
"It might not live up to some of John Lewis’ past ads like ‘Snowman’ and ‘Dragon’, but it is a beautiful story told well. What’s not to like."
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