John Lewis has today launched its 2016 Christmas advertising campaign ‘Buster The Boxer’.
Set to a cover version of the song ‘One Day I’ll Fly Away’, recorded by the British band Vaults, the two minute advert tells a magical, make-believe story of Buster the Boxer dog and his family at Christmas.
The first terrestrial TV airing will be this evening at around 9:15PM on ITV. The advert will launch with the hashtag #BusterTheBoxer.
The advert tells the story of a little girl called Bridget who loves to jump. Her Mum and Dad buy her a trampoline for Christmas and hide it in the garden to surprise her with on Christmas Day.
However, after dark, in a magical world observed only by Buster, a cast of wildlife animals emerges – two foxes, a badger, a squirrel, and a hedgehog – who discover the trampoline and have fun jumping. On Christmas morning, Bridget excitedly runs out into the garden to discover her present however Buster bounds past her and starts bouncing on her trampoline – she watches him wide-eyed.
As the story brings to life some of Britain’s most-loved wildlife, John Lewis has chosen The Wildlife Trusts to be this year’s Christmas campaign charity partner.
Craig Inglis, Customer Director at John Lewis said; “2016 has certainly been quite a year, so we hope our advert will make people smile. It really embraces a sense of fun and magic, reminding everyone what it feels to give the perfect gift at Christmas.
“Each year we work with a charity which fits our ad, and we hope this year’s campaign will encourage more children to discover a love of British wildlife and encourage support of The Wildlife Trusts.”
John Lewis will make a donation to The Wildlife Trusts from the sale of soft toys of the characters which feature in the advert. The retailer has also worked with the charity on a number of fun, educational tools which will be available online, to encourage more children to develop an interest in British wildlife.
Commenting on the charity partnership, Stephanie Hilborne OBE, Chief Executive, The Wildlife Trusts said; “The Wildlife Trusts believe that everyone should have the opportunity to experience the joy of wildlife and wild places in their daily lives. So John Lewis putting some of our most beautiful British wild animals at the centre of their Christmas advert and making The Wildlife Trusts their charity of choice this Christmas is great news. With this support we will be able to inspire thousands more children about the wonders of the natural world.”
Blythe Pepino, lead singer of Vaults said; “We were approached about doing a version of ‘One Day I’ll Fly Away’ for the iconic John Lewis Christmas ad and loved the song choice. It’s such a powerful and beautiful song, made famous by the amazing Randy Crawford. Recording it at the Abbey Road studios with the talented, producer Chris Hill, and a 70 piece choir and 66 piece orchestra, was a truly incredible experience.”