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| John Lewis Christmas advert 2016 live: Funniest reaction to Buster the Boxer | |
| (about 5 hours later) | |
| Welcome to the Independent’s live blog of the start of Christmas, also known as the launch of the John Lewis advert. | Welcome to the Independent’s live blog of the start of Christmas, also known as the launch of the John Lewis advert. |
| Please allow for the live blog to load | Please allow for the live blog to load |
| John Lewis has reverted back to basics as it reveals a more festive advert after admitting last year’s Man on the Moon was “too sad”. | John Lewis has reverted back to basics as it reveals a more festive advert after admitting last year’s Man on the Moon was “too sad”. |
| The new two-minute clip Buster The Boxer, estimated to have cost about £7m, tells the story of a little girl called Bridget and five-year-old Biff as Buster her dog. | The new two-minute clip Buster The Boxer, estimated to have cost about £7m, tells the story of a little girl called Bridget and five-year-old Biff as Buster her dog. |
| The advert is a return to a more traditional heart-warming tone for John Lewis after last year's Man on the Moon was perceived to be too melancholic by some viewers. | The advert is a return to a more traditional heart-warming tone for John Lewis after last year's Man on the Moon was perceived to be too melancholic by some viewers. |
| Craig Inglis, Customer Director at John Lewis, said: “2016 has certainly been quite a year, so we hope our advert will make people smile. It really embraces a sense of fun and magic, reminding everyone what it feels to give the perfect gift at Christmas.” | Craig Inglis, Customer Director at John Lewis, said: “2016 has certainly been quite a year, so we hope our advert will make people smile. It really embraces a sense of fun and magic, reminding everyone what it feels to give the perfect gift at Christmas.” |
| “Each year we work with a charity which fits our ad, and we hope this year’s campaign will encourage more children to discover a love of British wildlife and encourage support of The Wildlife Trusts.” | “Each year we work with a charity which fits our ad, and we hope this year’s campaign will encourage more children to discover a love of British wildlife and encourage support of The Wildlife Trusts.” |
| A cover of Randy Crawford’s “One Day I’ll Fly Away”, which was famously covered by Nicole Kidman for the film Moulin Rouge, soundtracks the advert . | A cover of Randy Crawford’s “One Day I’ll Fly Away”, which was famously covered by Nicole Kidman for the film Moulin Rouge, soundtracks the advert . |
| This year John Lewis has chosen up and coming band Vaults to perform the slowed-down version of the song following in the footsteps of Aurora, Gabrielle Aplin, and Tom Odell. | This year John Lewis has chosen up and coming band Vaults to perform the slowed-down version of the song following in the footsteps of Aurora, Gabrielle Aplin, and Tom Odell. |
| They will be hoping that advertising agency Adam&Eve/DDB can work their magic and catapult them Christmas number one as it has done with two of the seven songs picked for the John Lewis Christmas spot since 2009. | They will be hoping that advertising agency Adam&Eve/DDB can work their magic and catapult them Christmas number one as it has done with two of the seven songs picked for the John Lewis Christmas spot since 2009. |