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First look: Meet John Lewis’s festive monster

John Lewis has launched its 2017 Christmas advertising campaign, starring “Moz the Monster”.

The campaign will go live across the department store chain’s website, social media channels and shops at 8am today (10 November), and will debut on TV at 9:30pm tonight on Channel 4, as well as on Sky’s own channels.

Set to a cover version of the Beatles song “Golden Slumbers”, the two-minute TV advert tells the story of a boy called Joe, who forms a friendship with an imaginary monster called Moz (see video and/or box).

The windows at the John Lewis flagship on Oxford Street have been transformed to look like rooms in Joe’s house, in which Moz can be seen and heard farting and snoring. Customers will be able to create custom monster selfies at “Monster Maker” stations at 10 stores across the UK, while on Facebook, people will be able to access a Moz filter.

A recording of actress Sally Phillips reading the Moz The Monster story is available to download from, Sky and Google Home. Google Home customers will be able to personalise their story choosing the sounds effects.

Craig Inglis, customer director of John Lewis, said: ”Moz and Joe’s story is magical and heartwarming and I’m sure it will be loved by all of our customers, young and old.”


The TV ad

Moz the Monster tells the story of a boy called Joe, who is kept awake by Moz, the 7ft imaginary monster under his bed. The two form a friendship and play together every evening, but staying awake through the night starts to take its toll on Joe.

For Christmas, Joe receives the gift of a night light, which helps him finally get some peace and quiet from Moz, and a good night’s sleep. But just before the end of the ad, Joe turns the light off and hears familiar rumbling sounds, reassuring him that his friend is still there. 

The advert was created by advertising agency adam&eveDDB and directed by Oscar winner Michel Gondry, who is known for films including Eternal Sunshine of the Spotless Mind, The Science of Sleep and The Green Hornet. More recently he has directed adverts for Gap, Nike, Coca Cola, Pandora and Apple.

The ”Golden Slumbers” is performed by British band Elbow.


Readers' comments (1)

  • what a load of rubbish..JLP should look for a new creative partner as this is toilet brush for a big campaign

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