Is John Lewis getting over-excited or is it simply strutting its stuff?
Fresh from its excellent recent financial results, the chintzy retailer first decided that its groceries subsidiary Waitrose would directly take on the supermarket heavyweight champion Tesco by promising to match its prices on 1000 branded goods.
Now it is claiming the new song on its latest top-secret Christmas commercial, which has just been filmed, will hit the top of the festive charts, beating off all the ghastly 'made for christmas' ditties that the punters will have to suffer in a few months time.
To be fair, two of the retailer's songs — covers of Guns N' Roses Sweet Child of Mine and Billy Joel's She's Always a Woman — reached numbers 19 and 7 respectively, so they've got a decent track record.
John Lewis Managing director Andy Street says boldly: “We're always aiming for number one. John Lewis doesn't do second best.”
No pressure then on its agency, the bright young Adam and Eve.