Following the John Lewis Partnership’s recent announcement that it plans to integrate its two retail businesses so it can reduce costs and improve its offer, Waitrose and John Lewis have today unveiled their first ever joint Christmas advertising campaign.
The ‘Excitable Edgar’ advert (see below) tells the story of a young girl and her friendship with a small dragon. It is set to the song ‘Can’t fight this feeling’ by REO Speedwagon which has been re-recorded by the band Bastille. The ad centres around the theme of bringing people together at Christmas time through food and thoughtful gifts.
The two minute thirty second ad rolled out to social media channels this morning and will officially debut on TV this Saturday during ITV’s The X Factor: Celebrity.
The main campaign will be supported by more product-focused activity, including individually branded ads for each chain’s Christmas ranges. Both retailers will also sell Edgar themed merchandise over the festive season.
Craig Inglis, Partner and Customer Director, John Lewis & Partners, commented: “I’m delighted our two brands have come together for this year’s Christmas campaign. It started from a spark of an idea – a little dragon’s excitement about Christmas – and became the story of how someone goes the extra mile for their best friend to give just the right gift. It’s a funny, heart-warming story that will resonate with our customers as they seek out the perfect gifts for their loved ones this Christmas.”
Martin George, Partner and Customer Director at Waitrose & Partners, added: “The Christmas pudding in the final scene is not just the showpiece of a spectacular feast which brings all the villagers together. It’s a reminder that a thoughtful gesture – whether that’s a delicious meal or a special gift – can mean so much.”
The ad follows big-budget campaigns from other retailers including Asda, Sainsbury’s, and M&S.
