The Drum Awards Festival - Creativity

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By Stephen Lepitak | -

November 10, 2016 | 2 min read

John Lewis' £7m campaign for Christmas 2016 has dropped, and it stars a boxer dog called Buster who likes his owner's new trampoline - a lot.

Each year the John Lewis Christmas campaign is highly anticipated and it has once again been created by Adam&EveDDB.

Set to a cover of 'One Day I'll Fly Away', the ad features a little girl who loves to jump and her pet dog who likes her new Christmas present even more than she does.

The ad stands in contracts to the so-called ‘sadvertising’ of years past. The retailer’s head of marketing Rachel Swift revealed earlier this month that the mixed reception to last year's ‘Man on the Moon’ caused it to revaluate the signature creative tactic.

In another departure from the norm, the PR department at the retailer chose to drip feed teasers in order to maximise that build up to the release, with clips and images being drip fed out through social media using #bouncebounce.

As revealed by The Drum, the brand is also working with Snapchat for the first time to heighten campaign activity. A custom geo-filter will feature Buster which can also be used in any of its stores during December.

And until Sunday 13 November customers can also activate bespoke Twitter stickers in order to personalise their own photos with Buster and his friends.

See more of this year's Christmas adverts here.

Advertising John Lewis Christmas

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