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25 November 2016

Christmas Countdown - Ad of the Week: John Lewis 'Buster the Boxer'



Now that Thanksgiving has passed, we can officially start getting excited about Christmas – and more importantly, the festive ad treats that brands and retailers the world over have started serving up over the last few weeks. 

To kick off our Christmas countdown, over the next few weeks we’re going to share some of our festive favourites of the holiday season. Tell us what you think in the comments below.  

Without picking favourites, the first of the bunch has got to go to John Lewis for its 'Buster the Boxer' Christmas campaign. It's a story about a young girl named Bridget who love to bounce. But when her mum and dad buy her a trampoline for Christmas, they soon discover that she isn't the only one with a passion for jumping... 

With a somewhat lighter narrative than last year's Man on the Moon, the British retailer (which over the years has become renowned for its Christmas ads) turns the focus to a trampoline, on which a bunch of CGI bouncing animals from the local wildlife community are found to be enjoying the gift.  

It's fair to say that it lacks the sentimental heatstrings of previous years but in a year that brought Brexit and Donald Trump as president-elect, this was all part of the plan to bring a smile to people's faces and remind everyone of "what it feels like to give the perfect gift at Christmas".  

In an interesting addition, John Lewis has partnered with Snapchat to bring to life Buster the Boxer through a custom filter. This is also being activated in-store and via Twitter stickers. Plus, the experiential element centres on an Oculus Rift VR experience in the retailer's flagship Oxford Street store in London where users can immerse themselves in the fictional back garden. 

Why is this one first on the list? Well, because Buster the Boxer has become John Lewis' most shared ad of all time, according to Unruly, racking up 1.81 million shares in less than week! The figures* mean that the ad is currently the fifth most shared Christmas ad of all time. Check out Unruly's current top 10 list of the most shared Christmas chart below: 

1. Edeka: #Heimkommen (2015)– 3,984,010 
2. Universal: Minions movie (2014) – Minions Go Caroling – 3,849,214 
3. WestJet: Real-time Giving (2013) – 2,221,976 
4. Kmart: Show Your Joe (2013) – 1,857,872 
5. John Lewis: #BusterTheBoxer (2016) – 1,819,459 
6. John Lewis: Man On The Moon (2015) – 1,672,666 
7. John Lewis: The Bear and the Hare (2013) – 1,226,467 
8. Sainsbury’s: Mog’s Christmas Calamity (2015) – 1,072,251 
9. John Lewis: Monty the Penguin (2014) – 1,012,605 
10. Sainsbury’s: Christmas is for Sharing (2014) – 771,387 

*correct as of 15/11/16


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