When time is too good to waste on advertising

Christmas campaigns are all well and good. But there are things that are definitely better. For example, Christstollen from Waitrose. Adam & Eve DDB presented the new John Lewis campaign a few days ago (Werbewoche.ch reported). And is now taking the mickey out of them for client Waitrose & Partners - another supermarket chain. Lovingly, but firmly: The #EltonJohnLewis spot is unceremoniously fast-forwarded by the parents, as the stollen is waiting. Of course, one can laugh lightheartedly about the problem that more and more commercial breaks are being fast-forwarded when one's own spots are watched millions of times - and voluntarily - on YouTube. This campaign cooperation appears to be an absolute first. One of the things that made it possible was the fact that Waitrose & Partners belongs to the same parent company as John Lewis, namely the John Lewis Partnership. (hae)