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John Lewis launches 'Monty’s Christmas' TV advert

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

GENERAL MERCHANDISE

John Lewis launches 'Monty’s Christmas' TV advert

John Lewis is launching its much anticipated 2014 Christmas advertising campaign today, 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 advert tells the tale of an unlikely friendship between a little boy, Sam, and his penguin friend, Monty.

The ad shows how Monty and Sam do everything together by following them playing games such as hide and seek and football throughout the year. 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 to make them look and behave exactly like real life Adélie penguins.

The advert launches on the retailer’s social media channels on 6 November and will then feature on TV for the first time on 7 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 ‘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. This will include ‘Monty’s Magical Toy Machine’ which enables children to bring their favourite toys to life. In addition, the innovative  ‘Monty’s Goggles’ enables children to enter a 360 degree 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.

Inglis added: “We hope our customers will love Monty and Mabel and they will havemore 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.

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