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British retailer John Lewis and agency adam&eveDDB have set the bar ridiculously high for Christmas commercials. And none, perhaps, is more perfectly crafted than “Monty the Penguin” from 2014.
The campaign, which won the Film Craft Grand Prix at Cannes the following summer (and the Creative Effectiveness Grand Prix the year after that) told the charming story of a boy and his penguin friend, who seems forlorn as the holidays arrive. Set to a cover of John Lennon’s “Real Love,” it’s a masterpiece of craft and storytelling, with a lovely twist at the end.