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13 November 2017, 01:49 | Max Haynes
John Lewis Joe meets an unexpected pal under his bed
Now, fans can see behind the scenes of the most watched festive advert on British television and find out exactly how Moz the Monster was brought to life.
The store declined to put a price on the ad, saying only that its budget was similar to previous years, when it spent around £1 million on putting each campaign together and another £6 million on television slots.
The report suggests that a third (33%) of Brits are just as excited about a premiere of a Christmas advert as they are for any film release. For Christmas, Joe receives the ideal gift of a night light which helps him finally get some peace and quiet from Moz, and a good night's sleep.
Retailer John Lewis has today unveiled its annual Christmas advert, which has been one of the most eagerly anticipated United Kingdom festive ad campaigns in recent years. At approximately the same time, it will also be broadcast on all Sky's own channels. 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, ' says Craig Inglis, John Lewis's Customer Director.
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"This project was such a pleasure", said Guy Garvey, the lead singer and principal songwriter of Elbow.
Another behind the scenes shot shows Moz the Monster in what appears to be some kind of workshop where his costume is being given some finishing touches.
Moz the Monster merchandise will be available to purchase on the John Lewis website and in selected stores from the day of launch. The retailer will make a donation to children's charity Barnardo's from the sale of Moz mugs and cuddly toys. "As we forecast a record spend from advertisers, many people now see the official start of Christmas as when we hear or see a particular advertisement".
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