New Waitrose Christmas advert mocks John Lewis over Sir Elton John film

Sir Elton John's music is no match for dark chocolate stollen in this humorous advert

Waitrose has released a new Christmas advert playfully making fun of John Lewis’ widely-discussed film about Sir Elton John.

John Lewis became the talk of the town when it released its 2018 Christmas advert telling the story of Sir Elton’s illustrious career, which goes all the way back to the ‘Rocket Man’ receiving a piano as a childhood gift.

As with all the John Lewis Christmas adverts of old, the film brings a tear to the eye and leaves its viewers feeling fuzzy with festive cheer.

While many will have no doubt watched the film on repeat, captivated as Sir Elton astounds audiences galore with his musical talent throughout the various stages of his life, for some the impressive cinematography of the advert simply doesn’t compare to the prospect of eating delicious food.

In the new Waitrose advert, released during the first episode of this year’s I’m A Celebrity... Get Me Out Of Here!, a young girl eagerly beckons for her parents to join her in the living room of their home so that she can show them the John Lewis Christmas advert.

Her parents smile as Sir Elton plays the first few notes of ‘Your Song’ on the piano, seemingly impressed with John Lewis’ latest festive offering.

However, their excitement doesn’t last for very long, much to their daughter’s dismay.

‘Fast Forward’ (Waitrose)

After a few seconds, the mother proposes fast-forwarding the film, a suggestion that the father swiftly complies with by grabbing the TV remote out of his daughter’s hands.

They then fast-forward to the end of the film in a matter of seconds, with the daughter looking on in astonishment.

As the film ends, the father suggests indulging in some stollen.

He and his wife then rush off to eat the traditional German fruit bread, leaving their daughter dumbfounded in the living room.

‘Fast Forward’ (Waitrose)

The advert ends with the tagline: “Too good to wait”, with the father comically admitting that his favourite John Lewis Christmas advert is “the one with the penguin”.

The short film, titled Fast Forward, marks the first time that Waitrose & Partners has worked with its sister company, John Lewis & Partners, to create a Christmas campaign.

“Frankly, it’s hard to believe our colleagues at Waitrose & Partners would choose a stollen over us but, as a big fan of the chocolate orange combo, I suppose if anything can trump an ad starring Elton John, it’s their amazing stollen – some food IS just too good to wait for,” says Craig Inglis, customer director at John Lewis & Partners.

The advert was made by adam&eveDDB, the creative agency also behind The Boy and the Piano, and is the third Christmas advert in a series of six being released by the supermarket.

A behind-the-scenes video revealing how the John Lewis film was made was recently released, showing how the ambitious project came into being.