16 March - 24 April 2020

Our online festival is underway with a packed programme of interviews and panels. Featuring talks from the industry’s biggest brands and most innovative individuals, this event explores what digital transformation really means for marketing.

Coming Up
10 Apr 10:00 BST / 05:00 EST

Talk to me: voice technology, are we there yet?

Hamish McPharlin
Head of Insight at BBC Global News
Sophie Hind
Managing Director at Voiceworks
Imogen Watson
Journalist at The Drum

Penguin Books reveals what a penguin really wants for Christmas in John Lewis response

Penguin Books has responded to the John Lewis Monty the Penguin Christmas ad with a video ad of its own, showing what penguins really want for Christmas.

The video was pushed live by the bookseller at the same time that the ad aired on Channel 4 on Friday 7 November.

Jennifer Cownie, digital marketing manager for Penguin consumer and digital development, said: “Needless to say, John Lewis didn’t mention to us that they were planning on making penguins a part of their Christmas campaign, so it was rather a surprise (albeit a pleasant one) to see the ad on Thursday. We thought it would be fun for our Penguin to get involved.”

The ‘penguin’ from Penguins Books itself tweeted Monty when the ad was first revealed, asking who the usurper was.

Join us, it's free.

Become a member to get access to:

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

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.