John Lewis will be hoping for a repeat of the successes of previous years as it releases its Christmas advertisement online today.
This year's £7 million (€8.94 million) advert is about a touching friendship between a boy called Sam and his penguin Monty:
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The advert was not filmed with real penguins, but uses CGI technology to imitate the look and behaviour of Adelie penguins.
It is set to a reworked Beatles song, Real Love, performed by the Brit-winning singer Tom Odell.
He follows in the footsteps of Gabrielle Aplin (The Power Of Love, 2012) and Lily Allen (Somewhere Only We Know, 2013), who both had number one singles on the back of the adverts.
