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10 November 2017

Christmas Countdown - Ad of the Week: John Lewis ‘#MozTheMonster’ (UK)



Maybe it still feels too early to be talking about Christmas already but we’ve got the folks at John Lewis to thank for kicking off the festivities and officially marking the countdown to Christmas with the unveiling of its 2017 Christmas ad – sending the internet into a frenzy this morning (Nov 11th).

The stars of this year’s offering are a young boy named Joe and a monster named Moz. The narrative begins when Joe befriends a noisy imaginary Monster under his bed but the two friends have so much fun together that he can’t get to sleep, leaving him tired by day. On Christmas Day, Joe receives a gift that will finally help him get a good night’s sleep…

Moz 2

The ad debuted online and will preview on British TV this evening. Following the same successful recipe as previous years, a bunch of additional campaign activities will support the ad, with 10% of sales of Moz mugs and cuddly toys being donated to children’s charity Barnardo’s. We also hear that the star product featured in the ad – a starry nightlight – had already sold out online by this morning (just hours after the ad dropped!)

The £7m campaign, filmed by Oscar-winning director Michel Gondry, was the creation of John Lewis’ long-term ad agency Adam&Eve and is set to the soundtrack of rock band Elbow’s cover of a classic Beatles song Golden Slumbers from the 1969 Abbey Road album.

Check out the full John Lewis Christmas ad 2017 below:

How does it measure up to previous years? Critics are already divided with some describing the video as “absolutely brilliant” while others are not so convinced – with YouTube star Zoella admitting the much-anticipated ad is “not her favourite” and that it “lacked emotion”. What do you think?

Let’s take a moment to remind ourselves of the last four years of Christmas ads:

#BusterTheBoxer (2016)

Man On The Moon (2015)

Monty the Penguin (2014)

The Bear and the Hare (2013)

If you want further proof that John Lewis advertising works, check out this post from last year.


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