John Lewis winning Christmas ad battle as ‘big four’ struggle

John Lewis is way ahead in the Christmas ad battle this year as its popular TV ad featuring Buster the Boxer (above) and buzz on social media translates to high consumer engagement. Thanks to the Buster the Boxer campaign, John Lewis has clocked up an impressive 203,199 mentions across social media since 4 November, according to Waggener Edstrom [WE] Communication’s brand agility index. To put this number into perspective, the closest competitor is M&S with 43,376 mentions. Read more: Christmas 2016: Marketing Week’s best (and worst) campaigns On the other end of the scale, the likes of Asda, Boots and Debenhams have all struggled for social buzz, generating just 3,411, 2,223 and 1,578 mentions respectively.