John Lewis has booked an entire ad break in Saturday’s X Factor for its Christmas campaign, Retail Week has learned. It is the first time the hit ITV show has devoted the whole slot to one brand.

The department store group has chosen to debut the two minute extended version of the ad during the popular TV show, which attracted 7.65 million viewers last Saturday and held 33.2% share.

John Lewis’ Christmas campaigns have proved an integral part of the retailer’s festive push and have regularly topped consumer polls.  Its tear jerking campaigns have included last year’s snowman going to great lengths to find the perfect gift for his snow-woman. The year before the retailer’s award winning campaign featured a little boy who could not wait to give his parents his gift on Christmas morning.

John Lewis managing director Andy Street has said he is confident the department store retailer will have its best ever Christmas this year despite notching up surging sales over the last festive season. He also expects this Christmas to be the year of the mobile, while forecasting that tablets will be among the top sellers.

It is thought the ad will be accompanied by a Lily Allen cover of Keane’s song Somewhere Only We Know.

John Lewis declined to comment.