John Lewis has finally unveiled their annual Christmas commercial and it's everything that viewers have come to expect from the retail giant's festive campaigns.
In the two-minute commercial, a young boy Joe−played by seven-year-old twin brothers Tobias and Ethan from London− finds himself tossing and turning each night unable to fall asleep. Until one night he discovers Moz, a cuddly seven feet imaginary monster, hiding under his bed.
The two soon become inseparable and end up playing until the wee hours of the night. These sleepless nights start taking a toll on Joe and he often dozes off during the day. He concedes a goal on the football pitch while he's caught snoozing and even nods off while writing a Christmas letter to Santa.
Seeing his little friend in a knotty situation, Moz decides to gift Joe a night light. However, when the light is switched on, Moz vanishes. The whole idea of the lamp was that Joe could go to sleep without being disturbed. This also means that the adorable friendship has to come to an end.
But before the viewers are left heartbroken we realise that there's still room for a happy ending. Just as the tag line "For gifts that brighten up their world," shows on the screen, viewers realise that the relationship between the boy and the monster is still intact because Moa can return as soon as Joe turns off the light.
English rock band and the winner of 2008 Mercury Music Prize, Elbow have the honour the recording the theme tune, which is a cover of Beatles classic, Golden Slumbers. The song was written by John Lennon and Paul McCartney. The song will also feature on Elbow's "Best Of" album, which is set to release on 24 on November.
The two-minute advert has been directed by Michel Gondry. He is best known as the director and writer of Eternal Sunshine of the Spotless Mind for which he won the Academy Award for Best Original Screenplay
Speaking about this year's John Lewis campaign, 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 advert, which cost £7 million to make, will hit the TV screens at 9.30pm 10 November during the Gogglebox break on Channel 4 and on Sky channels. 90, 60 and 20-second versions of the ad will also played across commercial networks.
How can fans interact with Moa the Monster from John Lewis Christmas advert 2017?
Spin-off Moz merchandise will be available at the John Lewis department stores. These include £20 cuddly toys, £15 globe night lights, £14 Moz slippers, pyjamas and a story book for £8.99.
Fans will also be able to create a Moz-face on Facebook along with a chance to take monster selfies in ten selected stores.
At five John Lewis stores in London, Liverpool, Reading, Cardiff and Cambridge. Moz's eyes already appear in the store's name.
Craig Inglis, John Lewis customer director, 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."