Monty's Christmas

Yet again John Lewis gives us a moist-eyed masterpiece for Christmas. It’s always refreshing when a brand doesn’t just throw their products in your face but instead makes you feel something.

If you removed the John Lewis logo from the end, their Christmas ads would probably do quite well as short films. And that says a lot about the approach of the agency. As much as John Lewis spend massive amounts of money on the production costs and airtime (last year it was reported to be £7m), each year they get more than their money’s worth through people talking about the ads and passing them around. How often does an advert make you do that? To prove the point, at the time of writing their current ad has more than 4 million views on YouTube. They’ve achieved that in just 24 hours.