Sports mums, beagles, lonely penguins: 10 most memorable ads of 2014

Sam and Monty from John Lewis' 2014 Christmas ad "Monty the Penguin".

Moving, provocative and inspiring – we pick the 10 best ads of 2014 that make you watch from beginning to end.

The best advertisements don’t tell you what you already know – they make you want to know more. They intrigue and inspire, stir emotions that you wouldn’t have associated with the product or service being advertised. Some make you think about what you’re really looking at and can even change your point of view. But, best of all, they make you watch right until the end – because when they're this good, they're more than just ads.