It may seem like a Christmas ad by numbers – but Unexpected Guest in fact signals the end of humanity as we know it. How dare that gawpy boy let her kiss him

There are plenty of theories why the John Lewis Christmas ad no longer hits as hard as it once did. You could look at the fortunes of John Lewis itself, which has spent the last couple of years locked in a nightmare of plunging revenues and store closures. You could look at how aggressively every other retailer has attempted to rip off the tear-jerky John Lewis Christmas ad formula, to the extent that sitting through an ITV commercial break in November or December is now exactly the same as suffering through the first 10 minutes of Up on a neverending loop in an abandoned corn silo full of crying children.

But judging by this year’s offering, you might also suggest that John Lewis has run out of ideas. Because this year’s ad is such a straight-down-the-line John Lewis Christmas advert that you can only imagine it was assembled by tombola.

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