Every year, high street retailer John Lewis taps into the hearts of millions of Brits with a new Christmas ad. This year is no different, after it unveiled a new £7 million marketing campaign, Monty's Christmas, which centres on a little boy called Sam who wants to give his little penguin mate Monty the gift he has been dreaming of -- a new penguin companion called Mabel. John Lewis' festive campaigns tend to drive up its profits, and this year will likely be the same. However, to ensure this remains the case, the company is betting on technology to get mums and dads spending, with a little help from their children.