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Library/Campaign/Buster the Boxer
Grade B28 sourcesHIS-00075

Buster the Boxer

Campaign · 2016 · Niche

Made by adam&eveDDB London · Source

39Editable slideCertificate

John Lewis’s trampoline advert led Unruly’s annual ad chart with 1,949,387 shares.

Original · John Lewis
John Lewis Christmas Advert 2016 - #BusterTheBoxer
John Lewis on YouTube
John Lewis innovate with on demand advertising
Thinkbox
John Lewis
Sky Media
Watch: We may or may not have just gotten a sneak peek at this year's John Lewis Christmas ad
Entertainment.ie

Spread Score

How it works
Reach20Contagion45Breadth70Velocity54Longevity1139

Numbers

Seed to peak
same day
Nov 10 ’16 to Nov 10 ’16
Platforms
8
Started on YouTube
Origin
Mixed
Retail

Mechanics

  • Mystery & lore
  • Response chainPrimary
  • Controversy
  • Platform jump
  • Press loop

How it spread

Trace the origin

John Lewis launched Buster online and through a paid Sky partnership. Viewers shared it, debated Santa and made parodies. The brand reported early toy sales; the advert led Unruly’s annual sharing chart and its commissioned soundtrack charted.

Google searchesNov ’16DecJan ’17MarMayPeakXPressYouTubeRetailTVFacebookAudioOpen web
XPressYouTubeRetailTVFacebookAudioOpen web

14 more events on this chart

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Timeline (17)

  1. November 2016

    @bouncing2016 precursor · Nov 7 ’16

    @bouncing2016 posted a teaser showing a dog watching a girl bounce on a space hopper.[1][2]

    Watch: We may or may not have just gotten a sneak peek at this year's John Lewis Christmas ad
    Open the first post ↗

  2. The Independent precursor · Nov 8 ’16

    The Independent reported speculation that the teaser belonged to John Lewis.[3]

  3. John Lewis seed · Nov 10 ’16

    John Lewis launched the full Buster the Boxer advert at 8am online and on Sky.[4][5]

    John Lewis Christmas Advert 2016 - #BusterTheBoxer
Changelogupdated Oct 12 ’26
  1. 2026-10-12Added: 16 events, 22 sources · Score 33
Origin
Mixed
Sector
Retail
Region
GB
Reported figure
—
Evidence
Grade B

Spread the same way

13 Reasons Why

Open web · 2017

66
First-season Netflix key art showing Clay wearing headphones with Hannah behind him.

42.2K sold

Grand Theft Auto VI Trailer 1

YouTube · 2023

62
Grand Theft Auto VI Trailer 1

268M views

IHOb

X · 2018

57
For 60 pancakin’ years, we’ve been IHOP. Now, we’re flippin’ our name to IHOb. Find out what it could b on 6.11.18. #IHOb

42.5B impressions

Vim Black for Men

Instagram · 2022

38
Is this a joke?

330M impressions

New cases, every week

How the next thing spread, the week it does.

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· Source
Google searchesNov ’16DecJan ’17MarMayPeakXPressYouTubeRetailTVFacebookAudioOpen web
XPressYouTubeRetailTVFacebookAudioOpen web

14 more events on this chart

Join free to see them

  1. November 2016

    @bouncing2016 precursor · Nov 7 ’16

    @bouncing2016 posted a teaser showing a dog watching a girl bounce on a space hopper.[1][2]

    Watch: We may or may not have just gotten a sneak peek at this year's John Lewis Christmas ad
    Open the first post ↗

  2. The Independent precursor · Nov 8 ’16

    The Independent reported speculation that the teaser belonged to John Lewis.[3]

  3. John Lewis seed · Nov 10 ’16

    John Lewis launched the full Buster the Boxer advert at 8am online and on Sky.[4][5]

    John Lewis Christmas Advert 2016 - #BusterTheBoxer

  1. peak · Nov 10 ’16

  2. commercial · Nov 10 ’16

Join free to see the other 14 events and the full chart. Free, on every case.

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Why it worked

Do this

  1. 1
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