John Lewis has this morning unveiled its hotly anticipated Christmas ad, the star of which is Moz The Monster who sleeps under the bed of seven-year-old Joe.
The department store drafted in Oscar-winning film director Michael Gondry to work on the two-minute ad, which sees John Lewis return to its tear-jerking formula after a more humorous turn last year by Buster the bouncing Boxer dog.
The soundtrack to the ad, which is said to have cost £7m to make, is a classic Beatles song, Golden Slumbers from the 1969 Abbey Road album, re-recorded by rock band Elbow. It will premiere tonight during the ad breaks for Gogglebox on Channel 4.
John Lewis customer director Craig Inglis said of the spot, in which Joe struggles to sleep with the giant monster (brought to life by two men in a costume and the help of CGI) under his bed: “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.”
As ever Moz merchandise will hit stores to back up the campaign including a book and children’s pyjamas and slippers.
Marks & Spencer took a leaf out of the John Lewis Christmas ad playbook for its 2017 campaign released this week, which features Paddington Bear interrupting a burglar he mistakes for Santa Claus and returning stolen presents to their rightful owners. That campaign too is backed-up by in-store merchandise.