Buster the Boxer, John Lewis’ best Christmas ever

John Lewis, a department store, launched its Buster the Boxer Christmas ad in 2016 to create an emotional connection with the British public.

Advertiser: John LewisBrand: John LewisAgency: adam&eveDDB LondonCountry: United Kingdom


The John Lewis Partnership (which also includes Waitrose supermarkets) is unusual because it is mutually owned by its permanent employees (called "Partners"). It is the UK's largest employee co-operative, and states its primary objective as "the happiness of all its members, through their worthwhile and satisfying employment in a successful business".

Christmas matters a lot to the Partners at John Lewis. Each year, the board gives a profit-related bonus to each of them. The Christmas period accounts for around 20% of annual...

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