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The 2021 John Lewis Christmas Advert, Unexpected Guest

Steeped in eager anticipation, the John Lewis Christmas advert heralds the onset of the festive shopping season, a signal as familiar to Britons as the first winter frost. In 2021, the campaign broke tradition and commenced earlier than its customary timing, sparking a crescendo of public curiosity. Across the breadth of the UK, enigmatic installations materialized in urban centres, crafting a spectacle reminiscent of a scene plucked from the pages of ‘The War of the Worlds’ or the cinematic frames of ‘Batteries Not Included’. These cryptic structures, suggestive of extra-terrestrial craft, bore a simple yet stirring message: ‘Christmas is landing 04/11/21 #UnexpectedGuest’, setting the stage for a holiday narrative as intriguing as it was unanticipated.

The official release landed at 8am on Thursday 4th November 2021, and premiered on ITV. This is the earliest John Lewis have launched their Christmas campaign, and continues the early start to Christmas shopping seen across many UK retailers including Boots and M&S.

The 2021 chapter of the John Lewis Christmas narrative, christened ‘Unexpected Guest’, featured the vocal talents of Lola Young. Despite the previous year’s original number ‘A Little Love’ by Celeste resonating as a hit, the partnership opted for a return to their roots with a cover for this instalment. Lola Young’s rendition of ‘Together in Electric Dreams’, the synth-pop classic first brought to life by Phil Oakey—best known as the lead vocalist of The Human League—in 1984, was chosen to underscore the advert’s heart-warming tale.

For more information on this year’s John Lewis Christmas campaign visit John Lewis.

Discover all the John Lewis Christmas Adverts from 2007 to 2026.

By Martin Turner
Published 14th November 2024, 14th September 2026