John Lewis Christmas Advert: Monster magic casts it spell

John Lewis Christmas advert 2017

John Lewis Christmas advert 2017

"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".

Earlier this month, a source from John Lewis told OK magazine that "the creative team behind the John Lewis advert have pulled out all the stops this year".

Well here's a fun fact for you, it's actually two boys - twin brothers playing Joe, the little lad afraid of the dark.

The eagerly anticipated ad from the high street store tells the story of a little boy and his friendship with an imaginary monster living under his bed. But soon, Joe and Moz's antics take their toll on Joe as he struggles to stay awake in the day. As do director Michel Gondry and Elbow's Guy Garvey, with a stirring version of Paul McCartney's Golden Slumbers. Joe knows this means he has to say goodbye to Moz - after all, monsters only come out when its dark - so the pair say an emotional goodbye and Joe turns on his night light.

How can fans interact with Moa the Monster from John Lewis Christmas advert 2017? . Michel Gondry and the song did all the work for us.

Reaction to the ad has been split, with some warming to Moz the Monster, while others lamenting the retailer's choice, saying they "lost their magic touch". The retailer will make a donation to children's charity Barnardo's from the sale of Moz mugs and cuddly toys.

The clip will receive its first airing on Channel 4 tonight (Friday 10 November) at 9pm, with a simulcast taking place on all of Sky's own channels.

At five John Lewis stores in London, Liverpool, Reading, Cardiff and Cambridge.

To standard I think, rather than setting a new one.

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