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John Lewis launches its highly anticipated Christmas ad today and in a break with tradition the campaign takes the form of a cartoon.John Lewis Christmas advert 2013
After launching on social media today, a two-minute extended version will make its TV debut in an entire ad break during X Factor tomorrow night, as revealed by Retail-week.com on Wednesday. It is an ITV first and an initiative deemed so controversial that it was personally signed off by media mogul and X Factor creator Simon Cowell.
The animation features best friends a bear and a hare as its central characters and is set in a woodland scene. The bear is preparing to hibernate and the hare feels sad that his friend will once again miss Christmas. The hare sets about finding the bear the perfect gift.