John Lewis Christmas advert 2017 is out NOW! Watch the festive advert with Moz the Monster right here
For many of us, the John Lewis advert now heralds the start of Christmas – relive all the ads from previous years here
THE JOHN Lewis Christmas ad has become synonymous with the festive season.
Along with crackers, mulled wine and Mariah Carey, it really wouldn't be Christmas without it. This is what this year's advert is all about...
When can I see the John Lewis Christmas advert?
The much-anticipated festive advert is out NOW.
The video was posted to John Lewis' Facebook page at 8am on Friday November 10.
Last year the lovable advert featuring Buster the Boxer aired on Thursday November 10, 2016.
What's in the ad?
We’ve had a man on the moon, cartoon and CGI animals, and even a bouncing Boxer.
This year, we meet Moz the Monster in the£7m campaign, which was filmed by Oscar-winning director Michel Gondry and features Elbow’s cover of classic Beatles tune Golden Slumbers.
Moz is a giant furry monster who comes out every night to play with his pal Joe.
Joe had initially been scared of Moz, after seeing his large eyes peeping at him from under his bed.
But, in typical John Lewis tearjerker style, there is a heart-wrenching finish.
Moz eventually realises that it is time for him to leave Joe to grow up and the lovable monster is shown, under the bed, waving forlornly at his friend, eyes filled with tears.
Last year Rachel Swift, head of brand marketing at John Lewis, said: “The creative idea changes every year but the heart of our Christmas strategy remains the same: it’s all about thoughtful gifting, because at John Lewis we feel that people can go the extra mile to find the perfect present for the one they love.
"We connect that idea with emotional storytelling to create a really powerful campaign."
What happened in the run up to the big reveal?
A teaser for John Lewis' eagerly awaited Christmas advert might have already been posted online as fans count the days before its official release.
Some Twitter users are convinced that a four-second-long trailer has something to do with the retail giant.
The short video clip is of a cute creature - or more accurately just the animal's eyes - looking for something in the dark with the hashtag #UnderTheBed.
The Twitter account started in October this year.
It follows no other accounts but appears to be being promoted on the social networking site and already has nearly 3,000 followers - despite sharing just two tweets.
The advert is usually a closely guarded secret but is set to appear on TV screens this week.
A spokesperson from John Lewis told the Sun Online: "Thank you for getting in touch but as you suspect we don't comment on speculation about our advert."
However, a blunder made by John Lewis workers may have revealed the main character a few days early.
The cover was blown when staff at London’s Canary Wharf store got the release day mixed up and filled the checkout area with the £20 toys on Tuesday.
They were removed when a city worker spotted the gaffe. He said: “I’ve seen the #underthebed hashtag and trailers. I thought it had to be character from the adverts.
“When I went in to the same shop later the monsters had been completely removed from sale.
“I had a little chuckle to myself because I realised someone must have made a big mistake.”
Today, the brand released a short clip on Facebook teasing the imminent reveal of their new ad - by compiling the best bits from previous years.
