John Lewis Christmas Commercial: Buster The Boxer

John Lewis unveiled its highly anticipated Christmas commercial. Buster the Boxer has been created by advertising agency adam&eveDDB with media planning and buying by Manning Gottlieb OMD. It was directed by Dougal Wilson who also directed three previous John Lewis Christmas adverts including 2011’s The Long Wait, 2012’s The Journey, and 2014’s.

Set to a cover version of the song ‘One Day I’ll Fly Away’, recorded by the British band Vaults, the two-minute John Lewis Christmas Advert 2016 tells a magical, make-believe story of Buster the Boxer dog and his family at Christmas.

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 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 some fun, educational tools which will be available online, to encourage more children to develop an interest in British wildlife.

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.”