John Lewis’ new spot for the holidays that begins airing this Friday shows that toys are much more than the sum of their parts: they are fuel for the imagination, they are companionship and they are formative.
Showing the friendship between a boy and his penguin Monty set to the John Lennon’s “Real Love,” performed by Tom Odell, the ad segues from vignette to vignette of the things they do together. When winter sets in, it becomes clearer to the boy what Monty is missing.
The campaign also partners with Samsung to create an in-store experience called Monty’s Den and story apps on iPad and Android. Of course, there are Monty plushies as well.
