Creating
the best Christmas TV advert has become a fierce competition over the
past couple of years. Over these years John Lewis have been the
forerunners in a creative, engaging and emotional advert and this years
seemed to have done it again.
The
portrayal of what initially appears to be a pet penguin, searching for a
significant other, gently pulls on our heartstrings as the advert shows
a 'life in a day' type storyline. The adverts real underlying focus is
on relationships; we see the friendship of the boy and the penguin, as
well as the family relationship. As with almost all Christmas adverts
the focus is on the giving, however, John Lewis like to approach it from
a different point of view, previously a boy to his parents and now a
boy to his toy. This realisation that the pet penguin is in fact a soft
toy in the final scenes of the advert provide a nostalgia of what it was
to be a child at Christmas, a child's power of imagination and a sense
of love that provokes an emotional reaction from the viewer. Although
not as technically impressive as the 2013 advert this one is much more
emotionally powerful and easier to relate to.
John
Lewis have turned it into a huge money making campaign by producing a
whole range of Monty the penguin related merchandise. With large soft
toys of the penguin retailing at £95.
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