While the rest of the world might have been eagerly awaiting John Lewis’ 2018 Christmas spot, now a highly anticipated yearly affair, sister brand Waitrose & Partners wants you to know: it really doesn’t care.

For the first time, the sister brands have teamed up for the latter’s 2018 Christmas ad campaign.

This tongue-in-cheek spot titled ‘Fast Forward’ responds to John Lewis’ festive commercial, dubbed ‘The Boy and the Piano’, starring musical icon Sir Elton John.

While many seem to love the entry by John Lewis, Waitrose pokes fun by fast-forwarding though the advert because its ‘1 Dark Chocolate and Orange Stollen Wreath’ is simply ‘Too Good To Wait’ for.

The ad, made by creative agency adam&eveDDB, is the third in a series of six commercials for Waitrose’s 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,” remarked Craig Inglis, Customer Director at John Lewis & Partners, inside a press release.

Watch the comical ‘Fast Forward’ spot below.