Yes, it’s that time of year again. The time when people complain at those who mention Christmas is on its way, the time when you have to choose your menu for the work Christmas meal, the time when Secret Santa’s are organised, and the time when the Christmas adverts come out. For me, I really feel the Christmas spirit when I see the Coca Cola advert, but I haven’t yet. What I have seen however is John Lewis’ new gift to the nation. And it involves a penguin. Called Monty. A PENGUIN CALLED MONTY.

John Lewis always have a touch of magic about their Christmas adverts. I particularly enjoyed last year’s animation (which involved a bear and a hare – see a theme there?) because the concept was so clever. If you don’t recall, the bear always missed Christmas because he was hibernating, so the hare – being a wonderful friend – bought him an alarm clock to go off on Christmas Day, so he could spend it with the other animals. Touching, personal, SIMPLE.

I came in to work this morning and my boss played the new advert to a few of us – I work for an advertising agency, so it’s not unusual to do this. With a soundtrack by Tom Odell, it starts off featuring Pingu, so naturally I was hooked from the off. I used to love that show. But what I love most about the John Lewis adverts is the story which they tell, this time through the eyes of a young boy. He has a best friend, Monty the penguin, who he goes everywhere with. At the start I wondered where the advert was going – and what it had to do with John Lewis – but it all unfolds beautifully. By the end, my eyes were a little glassy. I am not ashamed to admit it. My boss took the piss, but was equally as complimentary about the advert as I was. And it only cost John Lewis £1 million to make!

Advertising which has an emotional effect is, in my opinion, the most powerful. Add to that humour, a cute kid, an even more cute animal, and you have a winning formula. Animals, or ‘cute looking things’ like Zingy are particular popular – look what Aleksandr the Compare the Market meercat did? Some clever advertising created a whole new business stream.

Having said that, some charities really play on emotional advertising and I often feel uncomfortable watching those. They are designed to make you feel bad, whereas I challenge anyone not to feel at least a little uplifted by John Lewis’ new offering. It’s just an advert, but it unlocks feelings in me. Perhaps I’m emotionally vulnerable, in a way, but I like that. I like being able to feel. And everyone loves a good story.

Other company adverts which have really impressed me of late are Marks & Spencer – serious food porn, nailed – and Lidl, which is doing an impressive job of changing perceptions. Lidl have just released their new Christmas advert which is in the link.

What kind of adverts get you engaged? What do you think of the Christmas offerings so far? And, most importantly, how much do you love Monty?