The advert tells the story of Joe, a little boy who is kept awake by an imaginary monster, Moz, who lives under his bed.

They become friends and play together late into the night, which results in Joe falling asleep during the day.

On Christmas morning, Joe unwraps a night light, meaning that he can finally get some sleep.

However, just as the ad comes to a close, Joe turns the light off and hears Moz under his bed, reminding him that he can reconnect with his imaginary friend at any time.

Annual event

The unveiling of the John Lewis advert has become an annual event in the British festive calendar.

This year’s advert, which will be broadcast tonight on Channel 4 at 9.30pm, is directed by Michel Gondry. Gondry’s films include the Oscar-winning Eternal Sunshine of the Spotless Mind.

Music comes from British band Elbow, who cover The Beatles’ ‘Golden Slumbers’.

Created by John Lewis’ long-time ad agency Adam&eveDDB, the film will be complemented by digital initiatives and in-store installations.

The windows of John Lewis on Oxford Street will feature Moz playing in different rooms of Joe’s house and will play the sound effects of him snoring and farting, as he does in the advert, to passersby.

On Facebook, users will be able to ‘Mozify’ their face using a filter on Facebook’s camera, and customers at 10 John Lewis stores will be able to create ‘monster selfies’ at Monster Maker stations.

John Lewis customer director Craig Inglis 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 Making of Moz The Monster

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