Campaign details

Brand: John Lewis
Brand owner: John Lewis
Lead agency: Manning Gottlieb OMD, adam&eveDDB
Country: United Kingdom
Industries: Department stores
Media channels: Social media, Television - direct response, Video on demand
Budget: 5 - 10 million

Executive summary

John Lewis, the department store, launched its 'Buster the Boxer' Christmas ad in 2016 to create an emotional connection with the British public and drive retail sales over the gifting period, using our highly anticipated and emotionally engaging TV ad.

To launch our emotional AV content with scale and impact, we partnered with Sky to create a completely new 'on-demand' advertising platform.

On the morning of 10th November, we launched the advert online and on Sky EPG. The reaction was astonishing, surpassing all expectations to create the biggest social launch day in John Lewis' history.