THE RETAIL BULLETIN - The home of retail news
Department Stores
Shopping Centres & Retail Parks
Home & DIY
Health & Beauty
General Merchandise
Sports & Leisure
The Papers
Retail Solutions
Food & Drink
John Lewis launches 'Moz the Monster' Christmas advertising campaign

John Lewis has launched its eagerly awaited 2017 Christmas advertising campaign on its website, social media channels and in shops across the UK.


John Lewis launches 'Moz the Monster' Christmas advertising campaign

John Lewis has launched its eagerly awaited 2017 Christmas advertising campaign on its website, social media channels and in shops across the UK.

Called 'Moz The Monster', the advert will first be shown on TV this evening at around 9.30pm on Channel 4 and around the same time on all Sky's own channels.

Set to a cover version of The Beatles' song 'Golden Slumbers' recorded by Elbow, the two-minute advert tells the story of a little boy called Joe who is kept awake by a seven foot imaginary Monster called Moz who is living under his bed. The two form a friendship and play together every evening. However, staying awake through the night starts to take its toll on Joe who can hardly keep his eyes open during the day.

For Christmas, Joe receives the gift of a night light which helps him get some peace and quiet from Moz and a good night's sleep. Just as viewers think the advert has come to a close, Joe turns the light back off and hears the familiar rumblings of his friend and is reminded that he can bring Moz back any time he thinks of him.

Moz The Monster was created by advertising agency Adam&eveDDB and was directed by French director Michel Gondry, who is best known for his feature films Eternal Sunshine of the Spotless Mind, The Science of Sleep and The Green Hornet. He has also directed music videos for Bjork, Daft Punk, the White Stripes and the Rolling Stones, as well as a range of adverts including the award winning Levis Drugstore commercial.

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 'Golden Slumbers’ track will be included in Elbow’s 'Best Of' album which will be released on 24 November. Guy Garvey, lead singer of Elbow, said: “This project was such a pleasure. Michel Gondry and the song did all the work for us. We are really proud to be involved.”

In addition to watching the advert, people will be able to see and hear what's thought to be the world's first farting and snoring window at the John Lewis flagship store in London’s Oxford Street as Moz plays in the rooms in Joe's house.

In addition, people will be able to have fun 'mozifying' their face on Facebook using their Facebook camera, and in 10 shops customers will be able to create their own monster selfie at a Monster Maker station.

A recording of a reading of the Moz The Monster story by actress Sally Phillips will be available for download from the John Lewis website, Sky boxes and Google Home. Google Home customers will also be able to personalise their story choosing their own sounds effects.

This Christmas John Lewis has chosen Barnardo's as its charity partner and will make a donation to the charity from the sale of Moz cuddly toys and mugs.

The advert can be viewed on 

Email this article to a friend

You need to be logged in to use this feature.

Please log in here

Subscribe For Retail News


Customer Engagement Conference 2019
Customer Engagement Conference 2019
5 June 2019
Cavendish Conference Centre, London W1
The 10th Annual Retail Customer Engagement Conference
The HR Summit 2019
The HR Summit 2019
8 October 2019
Hallam Conference Centre, London W1W 6JJ
The 11th HR Summit 2019, Hallam Conference Centre, 44 Hallam St, Marylebone, London W1W 6JJ
AI in Retail Conference 2019
AI in Retail Conference 2019
16 October 2019
Cavendish Conference Center, London W1G 9DT
Digitally native competitors and demanding customers are forcing a new perspective in retail. AI and machine learning can help you step up to the challenges; and some ‘small and beautiful’ solutions can increase your conversion rates within just a few weeks.
Omnichannel Futures Conference 2020
Omnichannel Futures Conference 2020
5 February 2020
Cavendish Conference Centre, London WG1 9DT
A truly omnichannel offering requires an understanding of customer behaviour across all shopping channels and how this should impact your overall business strategy