Waitrose and John Lewis are collaborating for the first time on a Christmas advert as the two retailers continue work to bring their brands closer together in the minds of consumers.

The new Waitrose ad, one of a series of six, will air this evening (18 November) on ITV during I’m a Celebrity Get Me Out Of Here. In the tongue-in-cheek spot, a young girl is seen encouraging her family to gather round to watch the John Lewis Christmas ad.

However, as the ad begins, her parents take the remote control and fast-forward through the spot. The reason? They have a Waitrose stollen they can’t wait to eat. And as they tuck in, the father comments he prefers the advert with the penguin (a reference…