John Lewis Christmas ad celebrates friendship

The UK department-store chain enlisted Adam & Eve/DDB to tell the tale of a boy and his penguin

LONDON — John Lewis' festive campaign tells the tale of a boy who can't wait for Christmas so he can present his penguin friend, Monty, with the companion he has longed for.

Adam & Eve/DDB created the activity, which uses CGI to bring the boy’s penguin toy to life, in a relationship that evokes Calvin and Hobbes.

The soundtrack is John Lennon’s "Real Love," sung by Tom Odell. John Lewis first aired the spot Friday.

The spot, which was directed by Dougal Wilson through Blink, ends with the line: "Give someone the Christmas they’ve been dreaming of."

The copywriter was Daniel Fisher and art director was Richard Brim. The computer generated penguin was created by MPC.

U.K. department-store chain John Lewis will sell Monty merchandise – including stuffed toys, onesies and a children’s book – and is opening in-store grottos where Google technology will let children experience Monty’s story in 360-degree virtual reality.

Craig Inglis, the 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 article first appeared on

Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free