Another Year, Another Cracker
It’s the new advert that everyone looks out for, the new advert that signifies the countdown to Christmas. Renowned for its clever and often tear-jerking Christmas campaigns, John Lewis’ 2014 advert has certainly lived up to expectations.
Released today, the 60-second film follows Sam, a 7 year-old boy, and his sidekick Monty, who appears to be a living, breathing penguin. Although Sam and Monty do everything with each other, Monty longs for a companion/love interest of his own kind. The feature ends with Sam being given the best Christmas present that Monty could’ve wished for, a fellow Penguin friend called Mable. It’s at this point that the advert reveals Monty to be a cuddly toy and that we’ve been seeing the world through the eye’s of a 7-year-old.
A statement from Craig Inglis, John Lewis’ Marketing Director explained the message behind the campaign, “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.”
John Lewis has used its initiative with this advert by leaving the audience wanting more. During the advert it included a call to action for the viewers to visit the John Lewis website in order to continue the story further. This is a clever attempt to draw people back to the brand’s website, which just so happens to be full of dedicated content and merchandise.
Social media also plays a huge part in this campaign. With #MontyThePenguin being the official hash tag and devoted Twitter profiles for both Monty and Mabel, this campaign is already taking the Twittersphere by storm, and the winds of it look set to blow for some time yet.
Hats off to you, John Lewis, you’ve done it again!