TV still
Monty the Penguin
John Lewis · 2014
- Agency
- Adam&EveDDB
- Campaign
- Monty the Penguin
Analysis
A penguin appears among Christmas gifts and colored lights in John Lewis's seasonal film. The unexpected companion turns gift-giving into a character story.
Character attachmentSeasonal setting
Why it worked
The presents make the occasion clear. The penguin gives the viewer a relationship to follow before the retail message arrives.
Lesson
Make a seasonal message specific through a character whose needs the viewer understands.
Image source
© John Lewis. Shown for study and commentary.
Not affiliated with or endorsed by John Lewis.