“Why use Penguins?” asked the sole angry viewer of this ad in our survey. The rest of the results provided an answer. Jeweller H Samuel’s sweet and simple 30-second spot delighted a majority of viewers and the much-loved birds were the main reason why. Just like John Lewis with Monty The Penguin, there’s something about the waddling, serious-faced penguins that fits adorably well with Christmas, even though there’s no traditional link to the season. H Samuel finishes with a strong 4-Star ad, one of the year’s best efforts.