By Jennifer Faull | Deputy Editor

November 18, 2018 | 2 min read

Waitrose has launched its first ever co-branded Christmas TV advert with John Lewis, showing a family watching the retailer’s Elton John Christmas ad.

The ad is part of the food retailer’s own festive campaign, which kicked off earlier this month as a series of six 30-second spots rather than a hero Christmas film.

The new tongue-in-cheek spot shows a young girl encouraging her family to gather round to watch the John Lewis Christmas advert, starring Elton John. As the music starts to play, the parents take charge of the remote and begin to fast forward the advert in a rush to eat their desert.

It plays into wider campaign’s theme that Waitrose food is ‘Too Good To Wait’ for.

You can watch some of the other ads in the series here.

Craig Inglis, customer director at John Lewis said: “Frankly, it’s hard to believe our colleagues at Waitrose & Partners would choose a stollen over us but, as a big fan of the chocolate orange combo, I suppose if anything can trump an ad starring Elton John, it's their amazing stollen - some food IS just too good to wait for.”

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It was created by Adam & Eve DDB, the creative agency behind both Waitrose and John Lewis ads, with media planning by Manning Gottlieb OMD.

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