Monty the Penguin

A lonely little boy's best friend is a penguin who mopes around wanting a mate of his own, and the boy spends the whole film quietly plotting how to fix that for Christmas. It's a three-minute short film with barely any product in sight, built entirely to make a department store synonymous with the emotional peak of the holiday season. It cemented the UK tradition of the John Lewis Christmas ad as its own annual cultural event.