Video: Monty the Penguin star of John Lewis 2014 Christmas advert The retailer's increasingly epic campaigns have become something of a Christmas tradition, ushering in the festive shopping season. While 2012's 90-second ad of a snowman making a perilous journey to buy a hat and gloves for his snow woman companion, contributed to an overall year-on-year sales increase for John Lewis of 44.3 per cent in the five weeks to Christmas. Monty the Penguin star of John Lewis 2014 Christmas advert (Photo: PA) Twitter is already abuzz, and YouTube is bracing itself for millions of hits (last year's offering racked up 13m views). Here it is, our 2014 Christmas advert. Say hello to #MontyThePenguin https://t.co/RPDaH2YYPk John Lewis (@johnlewisretail) November 6, 2014