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Industry News

Published on November 10th, 2016 | by The GC Team


John Lewis launches ‘Buster The Boxer’ Christmas ad campaign

John Lewis’ 2016 Christmas ad ‘Buster The Boxer’ launched today on the retailer’s social media channels and website and will receive its television debut this evening at around 9:15pm on ITV.

Set to a cover version of ‘One Day I’ll Fly Away’, recorded by the British band Vaults, the two-minute ad tells the tale of Buster the Boxer dog and his family at Christmas….

A little girl called Bridget, who loves to jump, is about to receive a trampoline for Christmas. Mum and Dad buy the item and hide it in the garden to surprise her with on Christmas Day; however, after dark, in a magical world observed only by Buster, a cast of wildlife animals – two foxes, a badger, a squirrel and a hedgehog – discover the trampoline and have a fun time jumping around on it. On Christmas morning, Bridget excitedly runs out into the garden to discover her present but Buster bounds past her and beats her to it, leaving Bridget in wide-eyed astonishment as the animal plays and bounces on her trampoline.

As the story brings to life some of Britain’s wildlife, John Lewis has chosen The Wildlife Trusts as this year’s Christmas campaign charity partner.

Craig Inglis, Customer Director at John Lewis, said: “2016 has certainly been quite a year, so we hope our advert will make people smile. It really embraces a sense of fun and magic, reminding everyone what it feels to give the perfect gift at Christmas.

“Each year we work with a charity which fits our ad, and we hope this year’s campaign will encourage more children to discover a love of British wildlife and encourage support of The Wildlife Trusts.”

John Lewis will make a donation to The Wildlife Trusts from the sale of soft toys of the characters which feature in the ad.  The retailer has also worked with the charity on a number of fun educational tools, which will be available online, to encourage more children to develop an interest in British wildlife.

The retailer has also partnered with Sky this year to produce a ‘making of the ad’ film and bespoke content about British Wildlife, which will be presented by Wildlife TV presenter Patrick Aryee and exclusively available to Sky’s 12 million customers via the On Demand homepage and Sky Go.


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