The John Lewis ad, which is arguably the highest profile marketing campaign in the UK, follows the same emotional style of its previous efforts as it highlights the plight of older people who are lonely at Christmas.

In the ad a young girl sends a present to the man on the moon, who she realises is lonely at Christmas after spotting him through a telescope in her bedroom. The soundtrack features a cover of Oasis’ ‘Half the World Away’ by Norwegian singer Aurora.

John Lewis has partnered with Age UK as part of the campaign and will raise money for the charity by donating proceeds from ad-themed merchandise and encouraging customers to use a text-to-donate scheme.

The department store group is banking on it once again proving a hit since Christmas trading represents about 40% of its annual revenues.

John Lewis invested £1m in production and £6m in media spend as it seeks to dominate hearts and minds at Christmas.

Campaign engagement

John Lewis customer director Craig Inglis said “Our Christmas advert is once again all about going the extra mile to give someone the perfect gift. This year though, the story is told in a uniquely creative and engaging way as we see Lily, our heroine, go to great lengths to connect with the Man on the Moon.

“We hope it inspires people to find special gifts for their loved ones and raises awareness of the issue of loneliness amongst older people”

Craig Inglis, John Lewis

“We hope it inspires people to find really special gifts for their loved ones and through our partnership with Age UK, raises awareness of the issue of loneliness amongst older people and encourages others to support in any way they can.”

Age UK research has found one million older people go a month without speaking to a friend, neighbour or member of family.

The advert launches on the retailer’s social media channels this morning and will then feature on TV for the first time that evening during the first ad break of Gogglebox on Channel 4.

Adam&EveDDB created the advert. Television activity will be supported by a Man On The Moon app that uses augmented reality to bring the moon to life.

By pointing their device at the Man on the Moon image, which is found on posters and shopping bags, or at the moon itself, users can unlock a 3D interactive moon that releases daily facts and animations in countdown to the full moon on Christmas Day.