The upscale UK department store John Lewis has a history of emotional commercials that often feature animals. This year, animals once again take center stage, with Buster the Boxer (played by five-year old Biff) in the starring role.
Buster watches foxes, a squirrel, a badger, and a hedgehog bounce on the trampoline that was set up on Christmas Eve to surprise a little girl the next morning. He appears envious of the wildlife enjoying themselves while all he can do is watch through the window. When the back door is opened the next morning, the little girl runs joyfully toward her new gift, but Buster beats her to it. At last, he can have the bouncy fun he has been craving.
The advertisement cost a millions pounds to make, and the company will spend six million more airing the commercial. Naturally, they hope sales—including of the trampoline, the girl’s pajamas, books featuring woodland animals and plush versions of the animals in the ad—will make the commercial worth it.
For the socially conscious, it’s worth noting that this advertisement marks the first time that John Lewis has cast a black family. Additionally, the company will be donating a percentage of the money from all toy sales to Wildlife Trusts in the UK.
This is my favorite dog commercial so far this season. What’s yours?
Karen B. London, PhD, is a Certified Applied Animal Behaviorist and Certified Professional Dog Trainer whose clinical work over the last 17 years has focused on the evaluation and treatment of serious behavioral problems in dogs, especially aggression. Karen has been writing the behavior column for The Bark since 2012 and wrote The Bark’s training column and various other articles for eight years before that. She is an adjunct professor in the Department of Biological Sciences at Northern Arizona University, and teaches a tropical field biology course in Costa Rica. Karen writes an animal column, The London Zoo, which appear in The Arizona Daily Sun and is the author of five books on canine training and behavior. She is working on her next book, which she expects to be published in 2017.