adam&eveDDB helps JOHN LEWIS debut Buster the Boxer 


John Lewis jumps into this holiday season, launching a TV campaign with agency adam&eveDDB. In recent years the heartwarming and tear-jerker short holiday film ads have brought significant attention to the retailer. This season the team has launched a truly original concept, and their own character with the short “Buster the Boxer,” directed by Dougal Wilson.

The film begins with the excited Bridget bouncing on her bed the night before Christmas with Buster looking. While she sleeps, her dad builds her a trampoline in the garden (backyard) as her gift. Once finished, friendly neighborhood animals: 2 foxes, a badger, and a hedgehog come out to play and Buster looks on longingly. Christmas morning Bridget races to her new gift and Buster beats her to it, finally being able to get in on the fun.

John Lewis turns this holiday campaign into a wholistic program, complete with a seasonal giftable of a stuffed Buster toy, and slippers and pajamas featuring the pup, as well as stuffed foxes, badgers, and hedgehogs. John Lewis will donate 10% of the money raised by the “Buster the Boxer” stuffed animal products to The Wildlife Trusts. Customers are even able to play in Buster’s Garden, in store at Oxford Street, through virtual reality with Oculus Rift technology and take a photo with Buster and Friends in store, as well as with the exclusive Snapchat filter. The website also provides a 360° glimpse into the view of the trampoline from the film.

John Lewis leaps into this holiday season by reaching all consumers through an array of touchpoints, really embracing the idea of giving “gifts that everyone will love.”


Agency | adam&eveDDB, London
Chief Creative Officer | Ben Priest
Executive Creative Directors | Richard Brim, Ben Tollett
Copywriter | Ben Stilitz
Art Director | Colin Booth

Agency Producer | Nick Goldsmith
Production Company | Blink Productions
Director | Dougal Wilson
Executive Producer | Julie Evans
Producer | Hannah Ruddleston
Post Production | MPC

Song | One Day I’ll Fly Away
Music Supervision Company | Leland Music
Composer | Randy Crawford
Performer, Arranger | Vaults