I only just figured out the John Lewis one, about self sacrifice! The nightlight has apparently sold out but yes I guess it's slightly unscrupulous to scare kids into needing the light. Not a tear jerker like the penguin one but song is nice and good that the light goes off at the end so the monster can come back.
Didn't like M&S one, it's too obvious and new Paddington always creeps me out with that voice. I'd be more scared if he was under my bed.
