Waitrose and John Lewis have unveiled their first joint Christmas advert – and it's a tongue-in-cheek festive offering from the two retailers.
The latest Waitrose & Partners Christmas advert, the third in a series of six for the supermarket, is titled ‘Fast Forward’ and sees a young girl encouraging her family to gather round to watch one of this year’s biggest Christmas TV moments, which of course is the John Lewis & Partners Christmas advert, 'The Boy & The Piano', starring Elton John.
We hear the start of Elton's 'Your Song' and see the advert begin to appear on the TV. The camera pans to the parents who share a knowing look, and they then take charge of the remote and begin to fast forward the ad, leaving their daughter perplexed.
As the advert comes to a close, the reason for the rushed viewing becomes apparent; the parents just couldn't wait to tuck into the Waitrose Dark Chocolate and Orange Stollen Wreath (£9).
And taking a cheeky swipe, the father even comments, 'I prefer the one with the penguin', in relation to John Lewis' much-loved Monty the Penguin advert in 2014.
Viewers rushed to Twitter to share their thoughts on the 'genius' joint campaign, and it appeared to go down very well. 'Very clever marketing,’ said one Twitter user. ‘It was brilliant... had me in stitches,’ said another. 'Waitrose have won Christmas adverts this year. Absolutely smashed it,' hailed a very happy viewer.
The Waitrose advert ties in with the theme of the supermarket’s Christmas campaign this year, Too Good To Wait. 'Christmas is about enjoying great quality food with the people that matter most. But when it’s Waitrose food, you really will do whatever it takes to get to it as quickly as possible,' Waitrose previously explained.
‘Fast Forward’ marks the first time in its history that Waitrose has worked with sister company John Lewis to produce a Christmas advert.
Martin George, Customer Director at Waitrose & Partners, said: 'We’re thrilled to work with our colleagues at John Lewis & Partners to create a unique advert that highlights our special partnership. Fast forwarding their fantastic ad may seem a bit extreme but it just shows that nothing stands in the way of enjoying our delicious stollen.'
Meanwhile, Craig Inglis, Customer Director at John Lewis & Partners, added: '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.'
Back in September, the John Lewis Partnership relaunched its two brands as John Lewis & Partners and Waitrose & Partners with an advert featuring school children staging an out-of-this-world theatrical reimagining of Queen’s Bohemian Rhapsody, to celebrate both brands' new visual identity.
Take a look at all the Christmas adverts of 2018 here.