Gogglebox to feature in new John Lewis ad

John Lewis has signed a deal with Channel 4 to incor­porate the reality TV show Gogglebox into this year's Christmas campaign.

Gogglebox: to feature in new John Lewis ad
Gogglebox: to feature in new John Lewis ad

Last year, Gogglebox showed members of the public watching "the bear and the hare", created by Adam & Eve/DDB, and trying to guess which brand the ad was for. This year, the show will form part of the campaign.

The focus of the campaign activity will be on Channel 4’s platforms.

Meanwhile, with the 2014 Christmas sales period poised to be one of the most com­petitive in years, Sainsbury’s festive campaign, created by Abbott Mead Vickers BBDO, will centre on the World War I Christmas truce in 1914. The activity will feature British and German soldiers emerging from the trenches to take part in a game of football.

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