John Lewis 2017 Christmas ad celebrates the imagination of children

By

Barbara Santamaria

Published
Nov 10, 2017

A little boy and the 7ft imaginary monster that sleeps under his bed form a heart-warming friendship in John Lewis’ 2017 Christmas advert, directed by renowned French filmmaker Michel Gondry.

John Lewis’ ad Christmas is one of the most hotly anticipated among consumers, and this year’s version tells again the story of a child and a lovable character.

Set to a cover version of The Beatles' song Golden Slumbers, recorded by British band Elbow, the two minute advert sees seven-year-old Joe become friends with Moz The Monster and play together every evening in the boy’s bedroom.

But staying awake through the night starts to take its toll on Joe, who can hardly keep his eyes open during the day. For Christmas, Moz gifts Joe a night light which finally helps him sleep, but it also makes Moz disappear. At the end of the advert, Joe is reminded that he can bring Moz back any time he turns the light off and thinks of him.

The £7m campaign was created by advertising agency adam&eveDDB and directed by Michel Gondry, who won an Oscar for the 2004 movie Eternal Sunshine of the Spotless Mind and has previously directed music videos for Bjork, Daft Punk, the White Stripes and the Rolling Stones. He is also well known for his commercial work for Nike, Coca Cola, Gap and Apple.

Craig Inglis, John Lewis's Customer Director commented on the ad saying; “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 story of Moz The Monster will be also featured at John Lewis Oxford Street via the world's first farting and snoring window. And consumers will be able to interact with the story through Monster Maker stations at 10 John Lewis shops and with a Facebook camera filter.

The ad will be first shown on TV on Friday evening on Channel 4 and on Sky’s own channels.