• The Drum, Tuesday, December 16, 2014 6:29 AM

John Lewis’ Monty the Penguin is the most compelling Christmas ad by a high street retailer, according to a new study, which used facial recognition technology to measure people’s reactions as they watched ads. The study, by Realeyes, analysed 1,500 people via their own webcam to determine their emotional reactions to Christmas ads from 25 leading high-street brands. Monty the Penguin scored 84 per cent on the emotionally compelling scale – a combined measure of how the ad scores on attraction, retention, engagement and impact.

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