'Buster the Boxer' social media shares set to overtake previous John Lewis Christmas ads

This year's Christmas ad from John Lewis has been shared more times in its first hour than any of its predecessors were in their first 24 hours.

"Buster the Boxer" has been shared 218,330 times on Twitter, Facebook and YouTube in that hour, according to social video specialist Unruly.  

Last year's "Man on the moon" was shared 174,717 times across its first 24 hours, slightly less than 2014’s "Monty the penguin" and 2015’s "Bear and the hare". 

"Buster" has also been viewed 6 million times on Facebook after three hours, compared with 2.9 million views of "Man on the moon" in its first 24 hours, according to Adam & Eve/DDB. 

In addition John Lewis has sold 1,000 Buster soft toys, which cost £15 and include a 10% donation to The Wildlife Trusts the charity supported  by the campaign. 

The reach of the campaign has been expanded in a first-of-its-kind deal brokered by John Lewis’ media agency Manning Gottlieb OMD with Sky, which puts it on the programme guide. 

The video-on-demand content includes the ad, a "making of" programme and a Sky-produced nature programme featuring some of the animals  from the ad, raising awareness of the Wildlife Trusts partnership. 

Tim Pearson, chief executive of Manning Gottlieb OMD, said: "This unique media partnership celebrates the heritage of the John Lewis Christmas ad in being the most eagerly anticipated advertising communication of the year.  

"Sky Media has worked tirelessly to create an environment where over 12 million Sky households can enjoy the John Lewis content, on demand and at their leisure across the festive period." 

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

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published