John Lewis introduces ‘Moz the Monster’

Department store John Lewis has launched its eagerly anticipated 2017 Christmas advertising campaign on social media, introducing ‘Moz the Monster’, a 7 foot imaginary festive monster that lives under a little boy called Joe’s bed.

The campaign launched this morning across the brand’s social media channels, as well as on its website, and will debut on TV at 9.30pm tonight on Channel 4, as well as on Sky’s own channels.

The two-minute TV advert tells the story of a little boy called Joe, who forms a friendship with an imaginary monster called Moz who he plays with every night. For Christmas, Joe receives the perfect 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 advert, Joe turns the light off and hears familiar rumbling sounds of his friend and is reminded that he can bring Moz back any time he thinks of him.

Craig Inglis, John Lewis’s customer director said: "This year’s Christmas campaign brings to life the power of children’s imaginations and the joy of great friendships. 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 advert was created by advertising agency Adam&eveDDB, who worked with John Lewis on previous Christmas adverts including 2016’s Buster the Boxer, Man On the Moon in 2015 and Monty the Penguin in 2014.

While the campaign was directed by Michel Gondry, who is known for feature films including Eternal Sunshine of the Spotless Mind, The Science of Sleep and The Green Hornet, as well as commercials for Gap, Nike, Coca Cola, Pandora, Apple and the most awarded commercial of all time, the Lewi’s Drugstore advert.

Gondry added: “When I told my ex girlfriend I was doing the next John Lewis Christmas film she said: You have big shoes to fill, this John Lewis commercial must make people cry, don’t forget. Last week I showed it to her and she cried. Phew.”

John Lewis launches its 2017 Christmas campaign ‘Moz the Monster’

As with all John Lewis Christmas adverts the music is also very important, with this year’s set to a cover version of the Beatles song 'Golden Slumbers’, recorded by British band Elbow, which will be included in Elbow’s ‘Best Of' album set for release on November 24.

Alongside the TV advert, ‘Moz the Monster’ will be the focal point of the windows at the John Lewis flagship on Oxford Street, which has been transformed to look like rooms in Joe’s house, and 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, fans will be able to have fun 'mozifying' their face with a Moz filter.

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

As with previous years, the department store has also chosen a dedicated charity partner, and will donate to Barnado’s from the sale of Moz cuddly toys and mugs.

John Lewis operates 49 stores across the UK, 35 department stores, 12 John Lewis at home and shops at St Pancras International and Heathrow Terminal 2, as well as johnlewis.com.

Images: courtesy of John Lewis