The Coca Cola trucks, the red cups at Starbucks and now the John Lewis Christmas adverts; the commercialisation of Christmas is nothing new but these days the touchpoints seem more clearly defined. The latest John Lewis spot by adam&eveDDB was unveiled this morning and there’s no doubt it will massively split opinion. Some will castigate its formulaic saccharine sentimentality, while others will love its unapologetically heartwarming fluffiness. Also (SPOILER ALERT!!) some will see the Calvin &Hobbes style twist coming but I admit I really didn’t.
Either way this is arguably the advertising success story of the past few years, and so this new iteration will be of at least academic interest to many. Expect to see Monty the Penguin all over the place between now and 25 December.