Read our new manifesto

Oct 19 - 23

Discuss, debate and discover the future of agencies

Peta praises John Lewis’ use of CGI in Monty the Penguin Christmas ad

Viewers will never be able to meet the CGI Monty

Animal Rights group Peta has awarded John Lewis with the Compassionate Marketing Award for opting to use computer-generated imagery (CGI) in its latest Christmas ad, ‘Monty the Penguin’ - instead of enlisting real animals on set.

The ad, created by adam&eveDDB launched last week to widespread praise. Rather than using a real penguin, the firm hired the Moving Picture Company to create Monty using special effects.

As a result of not using real penguins in the shoot, Peta bestowed the award upon the retailer.

Mimi Bekhechi, UK director of Peta: “John Lewis' decision to use computer-generated imagery for its latest TV advert, rather than using frustrated, tormented animals, puts it in line with other progressive and conscientious companies and spares penguins the stress of being treated as living props.

“On-screen entertainment has progressed technologically as well as socially since the commercials of the 1970s, in which chimpanzees were forced to wear roller skates, carry pianos or pour tea from a pot. Slick creations such as this ad show that using actual animals, as well as being cruel, is utterly unnecessary.”

The group also applauded the use of CGI in Darren Aronofsky's ‘Noah’ and Rupert Wyatt's ‘Rise of the Planet of the Apes’ in addition to the meerkats in Compare the Market ads.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis