John Lewis Reveals 2014 Advert – Monty’s Christmas

In Advertising by Marius Badenhorst

The countdown to Christmas has begun – John Lewis has unveiled its 2014 advert! The much awaited commercial was launched on social media earlier today, it is currently trending on Twitter and has racked up 376 236 views on YouTube in just over 6 hours.

“Monty’s Christmas” tells the story of two best friends – Sam, a little boy and Monty the penguin, who do everything together. Sam realises that Monty is sad and lonely and dreams of finding a “special friend”. So, on Christmas Day, Sam surprises Monty with the perfect gift – a new friend called Mabel!

The film was produced by Adam&Eve/DDB, the agency that has created many department store commercials. It is told through pictures and song, and this year Tom Odell, the Chichester singer-songwriter sings his reworked version of John Lennon’s “Real Love”. We are sure that it will be a chart- topping hit as was Lilly Allen’s “Haunting”.

“The Bear and the Hare” campaign helped boost John Lewis’s sales by 6.9% and while they did not want to repeat last year’s lavish London cinema screening launch, boss Andy Street had reported taking a “much more modest approach” this time round due to many social media users saying the brand was “getting too big for its boots”, which in my opinion was not the case. It ranked number one in my list of best ads of 2013.

According to the Q3 2014 IPA Bellwether report, internet and main media advertising budgets have increased by 14.5% and 9.2% respectively. So what was the total spend of this year’s Christmas campaign? It seems to be the same as last year’s, £7m – £1m for creative/production and £6m to advertising/promotion.

Do you think John Lewis are getting value for their money?

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Marius Badenhorst

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