Here is a John Lewis Christmas advertisement with Monty the penguin. I really liked the ad. It’s longer than most here in the US, but very good. John Lewis is a global retailer.

Discussion Questions:

  1. What are your thoughts about the ad?
  2. Identify the message strategy, the appeal, and the execution used in this ad. Justify your choices.
  3. Access the John Lewis website. How well is the ad and website integrated?

About Dr. Donald Baack

Co-author of textbook.

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