The Neuroscience of Cannes 2016: John Lewis - Monty’s Christmas

This article analyses the impact of the much awarded 'Monty's Christmas' ad for retailer John Lewis, by measuring how our brains respond to it on a second-by-second basis.

The Neuroscience of Cannes 2016: John Lewis – Monty's Christmas

Heather AndrewNeuro-Insight

John Lewis and adam&eveDDB have gained quite a reputation for producing award-winning commercials year after year. Campaigns like 'The long wait', 'Always a woman' & 'The Bear & Hare' have come to embody the 'John Lewis style' and each campaign was awarded at previous Cannes Festivals.

Most of us will likely remember 'Monty's Christmas', but let's quickly recap the story. The ad focuses on a little boy and his penguin friend, Monty. They play hide and seek together, bounce on the trampoline together and decorate the Christmas...

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