John Lewis Xmas ad is the full monty…

It’s the advertising moment of the year – retailer John Lewis launches its Christmas advertising campaign this morning, in anticipation of its first TV airing tomorrow night before Channel 4’s Goggle Box. The ad, by agency Adam & Eve DDB, revolves around a penguin called Monty and a little boy called Sam and is set to singer Tom Odell’s cover of John Lennon’s Real Love. Teaser posters had been hinting about the ad earlier this week, plugging #MontyThePenguin and sparking a debate on Twitter. John Lewis MD Andy Street said this year’s ad would be more modest than last year’s block­buster, The Bear and The Hare, featuring Lily Allen. But while the build up may have been slightly more subdued, this year’s ad cost £1m, as part of John Lewis’s overall £7m investment in its Christmas campaign – exactly the same as last year.