John Lewis has launched its 2017 Christmas advertising campaign called ‘Moz The Monster’. Set to a cover version of The Beatles’ song ‘Golden Slumbers’, recorded by British band Elbow, the two minute advert tells a heartwarming story of a little boy called Joe, who is kept awake by a 7ft imaginary Monster called Moz who is living under his bed. The two form a friendship and play together every evening, 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, Joe receives the perfect gift of a night light which helps him finally get some peace and quiet from Moz, and a good night’s sleep. Just as you think the ad has come to a close, Joe turns the light back off and hears the familiar rumblings of his friend and is reminded that he can bring Moz back any time he thinks of him.
Moz The Monster was created by advertising agency adam&eveDDB and was directed by French director Michel Gondry who is best known for his feature films Eternal Sunshine of the Spotless Mind, The Science of Sleep and The Green Hornet. He has also directed legendary music videos for Bjork, Daft Punk, the White Stripes and the Rolling Stones.
Michel is represented by production company Partizan and is well known for directing one of the most awarded commercials of all time – Levis Drugstore. More recently he has been directing commercials for Gap, Nike, Coca Cola, Pandora 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.”
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, don’t forget. Last week I showed it to her and she cried. Phew.”
The ‘Golden Slumbers’ track will be included in Elbow’s ‘Best Of’ album which will be released on November 24th. Guy Garvey, lead singer of Elbow said; “This project was such a pleasure. Michel Gondry and the song did all the work for us. We are really proud to be involved.”
In addition to watching the advert people will be able to enjoy Moz and the story in a number of different ways. At the John Lewis flagship shop on Oxford Street visitors will be able to see and hear what’s thought to be the world’s first farting and snoring window as Moz plays in the rooms in Joe’s house. On Facebook people will be able to have fun ‘mozifying’ their face using their Facebook camera, and in 10 shops customers will be able to create their own monster selfie at a Monster Maker station.
A recording of actress Sally Phillips reading the Moz The Monster story will be available for download from johnlewis.com, Sky boxes and Google Home. Google Home customers will also be able to personalise their story choosing their own sounds effects.
This Christmas John Lewis has chosen Barnardo’s as its charity partner and will make a donation to the charity from the sale of Moz cuddly toys and mugs.