Waitrose, Lidl, M&S and Aldi are some of the brands to take advantage of the brilliance of John Lewis and Sainsbury’s.
A new Waitrose series fast-forwards through the John Lewis Christmas spot so that a family can enjoy Christmas treats sooner.
The creative, "Fast forward", was created by Adam & Eve/DDB, which was also the ad agency behind 'partner' brand John Lewis.
In the spot, a daughter shows her parents the John Lewis advert, enthusing that they are going to love it.
Much to her surprise, as soon as Elton John starts playing Your Song, the father rips the control away and fast-forwards the ad to the very end so that the family can enjoy a Christmas cake. The strapline – too good to wait – appears, despite the ad being "so emotional".
Lidl launched a riposte to Elton John’s piano present last week, pointing out that it sells more affordable keyboards for folks who can’t quite justify the cost of their grandmother’s piano at a department store that doesn’t usually sell them.
Sainsbury’s has released a gem of a ‘behind the scenes’ creative for the unsung hero of its ad - arguably more brilliant than the original spot – and brands rival brands have latched onto it.
Meet ‘The Plug’ – a mockumentary clip about the film's plug that launched itself into a socket to power the Christmas lights.
"My costume’s (sic) the plug and it’s really cool. When I saw it I was like ‘this is confusing, I’m a plug!’," The Plug said.
Keeping The Plug’s role a secret from the light bulbs was one of the hardest things a plug has ever had to do and despite the lack of wriggle room, "you can kinda dance in it – but it’s a bit harder than usual," a young Plug Swayze added.
Getting into the socket was hard work – but The Plug’s mum thought he was the most adorable plug ever.
Aldi was quick to jump on The Plug, figuratively, by dressing up its own Christmas star – Kevin the Carrot – into a plug costume.
Meanwhile, M&S has also waded into #thepluglife head first.
These little treats are some of the clever and playful ways brands are getting more bang out of their buck this Christmas.