Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?

Editors' Choice

A Boy & His Lovesick Penguin Star in the New John Lewis Christmas Ad

DDB EMEA, 2 years, 11 months ago

Editors' Choice: adam&eveDDB and Blink's Dougal Wilson brings #MontyThePenguin to life

A Boy & His Lovesick Penguin Star in the New John Lewis Christmas Ad

John Lewis today revealed its 2014 Christmas advertising campaign, which evokes the magic of make-believe at Christmas through a child’s eyes.

Set to the track 'Real Love', sung by Tom Odell and originally written and recorded by John Lennon, the heartwarming advert tells the tale of an unlikely friendship between a little boy, Sam, and his penguin friend, Monty.

Monty and Sam do everything together and the advert follows them playing happily through the year, from hide and seek to football. However as the winter months draw in, Sam begins to notice that Monty is sad and realises that he is longing for a companion. Knowing his friend so well, on Christmas Day Sam gives Monty the gift he has been dreaming of – a new penguin friend called Mabel.

Featuring the strapline ‘Give someone the Christmas they’ve been dreaming of’, Monty and Mabel have been created using complex CGI technology by MPC to look and behave exactly like real life Adélie penguins.

The advert launches on the retailer’s social media channels on Thursday 6th November and it will then feature on TV for the first time on Friday 7th November during the first advert break in Gogglebox on Channel 4. This follows a teaser campaign using #MontyThePenguin, on digital outdoor advertising sites and on Channel 4, where the broadcaster’s iconic ‘idents’ have been transformed to feature Monty.

Craig Inglis, Marketing Director at John Lewis, said: “At John Lewis, this time of year is all about helping our customers create their dream Christmas. We hope this uplifting tale of Sam’s love for his friend Monty will remind people of the magic of Christmas through a child’s eyes and inspire them to think how they can make the festive season extra special for their friends and loved ones.”

This message will be amplified beyond the TV campaign through an in-store space called Monty’s Den. In partnership with Samsung, Monty’s Den uses a series of technology-firsts to harness the power of children’s imagination. This includes ‘Monty’s Magical Toy Machine’ which enables children to bring their favourite toys to life through innovative Microsoft technology and ‘Monty’s Goggles’, which use Google Cardboard to allow children to enter a 360o virtual world and interact with Sam and Monty. During the campaign, children will also be able to create their very own Monty Christmas card on the Samsung Galaxy Tab S.

Merchandise inspired by Monty and Mabel will also be available, including a children’s book called ‘Monty’s Christmas’ of which a proportion of the proceeds will go to Barnardo’s, John Lewis’s 150th anniversary charity. An audio app version of the book narrated by Dermot O’Leary will also be available on iTunes from today, along with the Real Love single by Tom Odell.

Craig Inglis, Marketing Director, John Lewis, added: “We hope our customers will love Monty and Mabel and they will have more chances than ever to interact with them through some genuinely exciting technology firsts.”

Monty’s Christmas has been created by advertising agency Adam&Eve/DDB and the Channel 4 teaser campaign by 4Creative and MPC.

The campaign with media planning and buying by Manning Gottlieb OMD begins with a 120 second TV advert on the 7th November and is supported by a combination of three shorter versions for six weeks. The advert cost £1m to make and is part of John Lewis’s overall £7m investment in its Christmas campaign.


Advertiser: John Lewis

Creative Agency

Account Director: Caroline Grayson

Creative Agency: Adam&Eve/DDB

Art Director: Richard Brim, Andy Kelly

Business Director : Sarah Coleman

Copywriter: Daniel Fisher

Digital Producer: Joseph Walker, Olivier Guitton, Agne Acute

Executive Creative Director: Ben Priest, Emer Stamp, Ben Tollett

Head of TV / Production: Matt Craigie, Cave Ellson

Managing Director: Tammy Einav

Planner: David Golding

Digital Production Company

Digital Production: Stink Digital, Supergoober

Media Agency

Media Agency: Manning Gottlieb OMD

Planner: James Parnum

Music and Sound

Artist: Tom Odell

Audio Post Production: Factory Studios

Music Supervision: Leland Music

Song: Real Love

Sound Design: Anthony Moore, Neil Johnson


Edit Company: Final Cut

Editor: Joe Guest

Post Production / VFX

3D Lead Artist: Diarmid Harrison Murray

Flame: Tom Harding

Post Production House: MPC

Producer: Sarah Walsh, Julie Evans

Production Company

Director: Dougal Wilson

DOP: Joost Van Gelder

Executive Producer: James Studholme

Producer: Ewen Brown

Production Assistant: Jim Cole

Production Company: Blink Productions

Production Manager: Ellie Britton

Category: Retail and restaurants , Supermarkets

Genre: Animation , Storytelling , Visual VFX