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.