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As though the festive music already playing in shops wasn't enough of a clue that Christmas is almost upon us, John Lewis has finally dropped their 2021 advert.
And fans are sure to be in floods of tears as they watch alien space traveller Skye crash-land on planet Earth at the height of the festivities, and the young alien experiences her first ever Christmas.
The highly anticipated ad – after a year of rather muted festivities due to the ongoing Covid-19 pandemic – is titled Unexpected Guest, and for two minutes delivers the story of alien Skye crash-landing at the home of 14-year-old Nathan.
Nathan introduces Skye to festive traditions like eating mince pies, decorating the tree and wearing novelty Christmas jumpers.
Following on from last year's ad, which saw British singer Celeste rise to fame for singing the soundtrack A Little Love, a new upcoming artist will follow in her footsteps.
This year's soundtrack features 20-year-old London singer/songwriter Lola Young, who will perform a cover of Philip Oakey and Giorgio Moroder's 1984 track Together in Electric Dreams.
Lola has been described as "a brilliant up and coming British talent, she was chosen for her rich and unique sound which brings to life the magic of the advert and the friendship that develops on screen."
It will make its TV debut at 8.15pm on Thursday on ITV during the Daily Mirror's Pride of Britain Awards, after launching at 6:30am for members of the My John Lewis loyalty scheme.
It will also be available to watch on the retailer's website and social media channels from 8am on Thursday.
John Lewis has refused to announce a budget for the advert – but have insisted it is in line with previous years' spending.
A version of the jumper Nathan gives to Skye is available to keen shoppers without the added lights as seen in the TV version in a nod to sustainability.
10% of profits will be donated to charities FareShare and Home-Start UK.
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."
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- John Lewis
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