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Watch John Lewis's Christmas advert with Moz the monster under the bed

For many, the release of the John Lewis Christmas advert heralds the start of the festive season, and 2017's eagerly-anticipated commercial featuresa monster hiding under a bed.
Rumours of acuddly, gruffalo-style monster appearingin this year's John Lewis advert circulated earlier this week when amysterious @UnderTheBed2017 Twitter account shared a four-second clip of what appearedto be a creature whose eyes can be seen peering out from the dark.
This imaginary monster, called Moz, has todaybeen revealed as the official star of the ?7madvert. It is shown hiding under the bed of Joe, a 7-year-old child who is woken by snoring and rumbling soundsbeneath him.
Watch John Lewis's Christmas advert with Moz the monster under the bed

Moz the Monster is the star of the 2017 John Lewis Christmas advert

Credit:
John Lewis
Peeking beneath the bed he spots the 7ft creature snoozing, and the pair soonform a friendship where theyplay together every evening. These busy nights start totake a toll on Joe, whose exhaustion makes himfallasleep during afternoonfootball matches and haircuts.
After noticing his friend's dozydemeanour, on Christmas Day Moz gives Joe anight light that helps him fall asleep. But it also makes Moz disappear. Although sad that the friendship must come to an end to ensure he is able to sleep, at the end of the advert Joe isreminded that he can bring Moz back any time he wants by simply turning the light off.
The two-minuteadvert will premiere on TV screens this evening at around9.30pm on Channel 4 andat the same timeon all of Skys own channels. As with previous John Lewis adverts, itcost around ?1m to shoot and a further ?6m to cover marketing, in-store advertising andtaking TV slots in advert-breaks.
Watch John Lewis's Christmas advert with Moz the monster under the bed

Watch John Lewis's Christmas advert with Moz the monster under the bed

The edit is produced by award-winning film directorMichel Gondry, best known as director and writerof Eternal Sunshine of the Spotless Mind. The collaboration between Gondry and the retailer is highly lucrative for the latter thanks toGondry's'expertise in producing highly-acclaimedcommercials for the likes of BMW, Coca-Colaand Levi's.
Speakingabout the John Lewis ad,Michel Gondry said:When I told my ex-girlfriend I was doing the next John Lewis Christmas film she said;'You have big shoes to fill, this John Lewis commercial must make people cry, dont forget.' Last week I showed it to her and she cried. Phew.
The musical score comes courtesy of Elbow, who coverThe Beatles'Golden Slumbers, written byJohn Lennon and Paul McCartney. The song will also feature onElbows Best Of' album, which will be released on November 24.
Alongside the launch of the advert, John Lewis has produced five pieces ofmerchandisefeaturing Moz, including a children's book,gender-neutralpyjamas, and slippers, with prices rangingfrom ?5 to ?20.
John Lewis Christmas adverts
This year's commercial follows a similar theme to that of last year's;of a child and an animal playing. Ahound calledBuster starred in last year's advert, accompanied byCGI animal charactersincluding foxes, badgers, squirrels and hedgehogs, jumping on a trampoline.
Both ads, which are playful anduplifting, representa steer away from themelancholyMan on the Moon advertof 2015, which fell flat with consumers who found it toobleak. Last year, a spokesperson for thedepartment store said they would be moving away from so-called "sadvertising".
Retailers launch their 2017 Christmas adverts - which is your favourite?
According to a Telegraph poll of more than 1,500 readers, the favourite John Lewis advertso faris the retail giant'sfirst Christmas advert ever produced, in 2007, entitled Shadows.
The short film showsa group of employees placing products in a carefully assembled pile.All the items together end up creating a shadow that looks like a woman walking her dog through the snow.
According to forecasts by The Advertising Association,this Christmas will see the most ever spent on seasonal advertising by retailers, with advertisers investing close to ?6bnduring the final quarter of 2017, an increaseof 37pcsince 2010.
The trade association, working withDeloitte, foundthat every ?1 spent on advertising returns more than?6 to the UK economy, and the industry supports nearly one million jobs.
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