Waitrose fast forwards the John Lewis ad as U.K. Christmas spots get really meta

Cheeky spot by Adam&Eve/DDB trolls its own Elton John film

Published On
Nov 20, 2018

Editor's Pick

It's got to the stage in the U.K now where the annual John Lewis Christmas ad is so famous that the company is even poking fun at itself in another spot. 

Waitrose & Partners, the supermarket brand owned by John Lewis, created an ad that trolls the John Lewis Elton John epic released last week. Continuing its theme of festive traditions sped up to get to the food, the spot shows a family getting ready to watch the new John Lewis ad. The daughter is really excited to show it to her parents, but as soon as it starts, after a cursory "Ahhh...," they put it on fast forward.

As their impatience grows, they speed up Elton's singing until he sounds like a chipmunk, going further and further till the remote is "maxed out." When it's over, they rush to eat their Waitrose stollen, while musing on how much they love the John Lewis Christmas ads--at which point the father remarks that he "preferred the one with the penguin."

The film, which broke during the ITV reality show "I'm a Celebrity Get Me Out of Here,"  will no doubt entertain viewers--but for adland-watchers who know that both spots are both created by the same agency, Adam&Eve/DDB, it's even more amusing. And frankly, a bit meta. 

Craig Inglis, Customer Director at John Lewis & Partners, comments: “Frankly, it’s hard to believe our colleagues at Waitrose & Partners would choose a stollen over us but, as a big fan of the chocolate orange combo, I suppose if anything can trump an ad starring Elton John, it's their amazing stollen--some food IS just too good to wait for.”