Years ago the start of the festive season would have been signified by a pack of mince pies spied in a supermarket or the first twinkle of Christmas lights.

These days it's department store John Lewis which fires the starting pistol, the company's TV advert becoming an annual obsession.

John Lewis' intergalactic advert

Previously the big-budget short has featured a penguin, monster under a bed and a dragon but this year it goes intergalactic with the addition of a teenage alien.

It comes out a week earlier than usual as shoppers scramble to avoid supply chain issues and online product searches increase.

John Lewis will be hoping for a hit after a recent insurance advert featuring a young boy dressed in his mum's clothes causing chaos in his house as he danced to Stevie Nicks fell foul of the advertising watchdog.

The two-minute ad called Unexpected Guest is soundtracked by a cover of 1985 hit Together in Electric Dreams sung by Lola Young, 20.

It gets its first TV screening tonight during ITV's Pride of Britain awards but has been uploaded to the store's website this morning.

Launching alongside a Snapchat filter and online game, Unexpected Guest has cost the same as previous adverts but whereas for the past two years John Lewis has teamed up with Waitrose this year the two will go it alone.

Earlier this week an installation appeared on London's South Bank and in Newcastle featuring a crashed spaceship and a sign reading 'Christmas is landing 04/11/21 #UnexpectedGuest', previewing the spot which has been 10 months in the making.

The clip itself features alien Skye crashing her spacecraft in the woods near earthling Nathan's home. He find her, takes her home and introduces her to the joys of Christmas.

Mince pies, festive films and snowball fights follow as the two fall in love before Skye takes to the skies again.

Almost everything featured, from the bobble hat Nathan wears to his jumper, will be for sale on the retailer's website.

John Lewis is the latest big name to drop its festive offering, after Marks & Spencer, Sports Direct and Boots.

John Lewis' customer director Claire Pointon said: “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.

“You have got to think about where to push advertising when you have something that has been around for 10 years. You have got to start moving forward but in a way that customers have loved before."

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