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Sunday 11 June 2023 Dublin: 14°C
# Monty the Penguin
Christmas is officially here... The John Lewis ad is out (and it's good)
If good means it made us cry.

IT HAS BECOME a bit of a tradition: not caring that John Lewis totally jumps the gun on Christmas.

Their ads, released during the first week in November, come long before the first holiday song is aired on radio. But we don’t really mind. Why? Because they do it in such a classy, classy way.

This year?

A young boy, Sam, and his best friend, Monty the Penguin, are the focus point of the piece, an emotional rollercoaster ride created by Adam&Eve/DDB.

There is giggling, Hide and Seek, Lego, a bedsheet fort, fish fingers, Christmas movies and trampolining.


But something is wrong with Monty.

Sam eventually pinpoints the problem. He’s lonely. He needs another penguin friend. He needs true love.

Luckily, Sam is able to make holiday dreams come true.

true love

Think you can handle the full ad on 6 November? It’s all here, set to the delightful sound of Tom Odell singing John Lennon’s Real Love.


John Lewis / YouTube

Need more Christmas cheer? Monty has a Twitter account.

And for all you cynics out there, yes, the ads do boost sales.

Read: 9 Irish Christmas ads that will hit you right in the feelings

More: Brace yourselves… it’s the John Lewis Christmas ad

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