John Lewis starts Christmas campaign with #sleepingbear teaser

ITV viewers got a sneak preview of John Lewis' Christmas ad last night when a teaser aired with the hashtag #sleepingbear, although some viewers believe Coca-Cola was behind the ad.

John Lewis: runs Christmas teaser campaign
John Lewis: runs Christmas teaser campaign

The five-second ad aired on ITV yesterday during shows such as ‘Agatha Christie's Poirot’ and showed an animated sleeping bear. The teaser included the hashtag #sleepingbear and promoted the first airing of the ad on Saturday.

The accompany the short TV ads John Lewis has also developed an installation on London’s South Bank.

On Twitter people were split on whether the teaser was promoting the Christmas ad from John Lewis, or the one from Coca-Cola.

The full-length John Lewis ad will air on the TV for the first time on Saturday (7 November).

A spokeswoman for John Lewis had not returned to requests for comment.

This article was first published on Campaign


Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Just published