Once a Holiday Staple, This Year’s Advert Falls Flat Despite Attempt at Uplifting Message
The unveiling of the John Lewis Christmas ad, a yearly event once synonymous with the start of the festive season, has sparked mixed reactions this year with its attempt at an emotional, space-themed storyline. Featuring a young boy who befriends a stranded alien, the ad is a departure from John Lewis’ past iconic holiday hits, leaving some viewers underwhelmed. As the boy introduces his extraterrestrial friend to festive traditions, he ultimately gifts her his light-up Christmas jumper, earning a peck before she returns to her planet.
While some fans reported getting teary-eyed, others saw the campaign as uninspired compared to John Lewis’s previous holiday storytelling, particularly given the brand’s store closures and the challenges of creating a campaign that resonates amid a global pandemic. In place of their usual heartfelt charm, many were left questioning the choice of storyline and message.
The ad’s social commentary also stirred debate, with critics decrying what they see as unnecessary “wokeness” due to the diversity represented. The backlash highlights lingering societal biases, yet also underscores the brand’s commitment to reflecting inclusivity—a quality they believe aligns with the spirit of the season.