John Lewis’ Christmas advert appearing on TV has become an annual festive season starter for British shoppers. For 2021, the company has reacted to a rise in searches for Christmas products on its website and brought the launch forward to early November. The video features a boy meeting an alien in his backyard – who experiences its very first holiday season – and is accompanied by an interactive game that offers treats and rewards. As a voice sings “we’ll always be together, however far it seems,” John Lewis taps into people’s wish to be reunited in 2021. "We know our customers are excited for this festive season more than ever, as they reconnect with family and friends," says Claire Pointon, customer director at John Lewis.