Channel 4 has beaten its rivals to one of the festive season’s most hotly
anticipated events. It’s not the television première of the new James Bond
movie, or the Queen’s Christmas message, or even an exclusive chat with Santa
himself. No, it’s got the big one: the John Lewis Christmas advert.
So excited is the broadcaster that it is running ''teasers’’ plugging the
forthcoming advert. Yes, that’s right. The John Lewis advert is now deemed such
a major television occasion that it gets its own adverts. More than that, it
will be “premiered”. The channel will give over a whole commercial break on
Saturday night and introduce the advert as though it were a mini feature film.
