The new John Lewis Christmas ad is an emotive story presenting ‘Moz the Monster’.

It’s Christmas, yes. Because the John Lewis Christmas ad is here. Although earlier than usual, the chain of high-end department stores opens the Christmas ads season with its fantastic history. 

But to be honest, it seems that the John Lewis ad for Christmas has caught the autopilot. The stories are intimate and welcoming, but we believe that it is time to take a turn and be surprised again.

Moz the Monster

This year’s ad tells the story of ‘Moz the Monster’, a character inspired by the ‘Gruffalo’, one of the most beloved monsters by children. Moz lives under a child’s bed and wakes him up with his snoring. Then they become friends and start playing at night, until late hours. According to Craig Inglis, Customer Director of John Lewis: “The ad shows the power of children’s imagination and real friendship. Joe’s relationship with Moz the monster is magical and reaches hearts. I am sure that all our customers will love it, both young and old”.

The John Lewis chistmas ad is directed by Oscar-winning Michael Gaundry. The song is a version of “Golden Sumblers” of the Beatles played by the British band Elbow.

As in previous years, John Lewis will also support the campaign with promotional products. He has taken out a children’s book and a stuffed toy from the monster Moz. In addition, it will also sell pajamas, mugs and doll shoes. The brand will donate a part of the sales of these products to a non-profit organization.

They have also created a Twitter account, Under the Bed and have changed the logo on the posters of several of their stores, replacing the “o” and “e” with two big eyes.