The department store spent £7million on the mini blockbuster and its campaign - featuring young Sam and his sidekick, a lovesick penguin called Monty
Two measly minutes of a sticky sweet John Lewis Christmas is just not enough for some.
John Lewis spent £7million on the mini blockbuster and its campaign - featuring young Sam and his sidekick, a lovesick penguin called Monty.
Luckily for those who need more than just a two-minute advert, the department store has invited penguin-lovers into the duo's 360° panoramic world - following them from when they first meet to beyond the advert's adorable ending.
X Factor host Dermot O'Leary narrates as the viewer explores the heart-warming story, interacting with the characters from John Lewis' Christmas fairy tale world.
Featuring scenes from the advert, you follow Sam – played by seven-year-old Rhys Edwards – and his friend through the year as they do everything together, from hide and seek to football.
However as the winter months draw in, Sam begins to notice that Monty is sad and realises that he is longing for a companion.
You'll have to discover their world for yourself to find out what happens next.
John Lewis is aiming to match the magic of last year’s The Bear and The Hare - and hopes to cash in with a range of toys, onesies and pyjamas as well as a book based on the ad.
Now a British tradition, the ad is expected to see hordes of children pestering their parents for a pet penguin and animal charity WWF is ready with adoption papers for Adelie penguins when the website goes into meltdown and phonelines are jammed.
John Lewis stores will push the message within spaces called Monty’s Den, which feature “technology firsts” such as Monty’s Magical Toy Machine and Monty’s Goggles that use Microsoft technology and Google Cardboard to allow children to enter a virtual world and interact with the characters.
You can enter Sam and Monty's magical world here.
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