'We're weeping!' Britain breaks down in tears watching Moz the Monster as snoring star of John Lewis' £7m Christmas ad campaign melts viewers' hearts (but haven't we seen that sock in Disney’s Monsters Inc?)

  • Joe becomes best friends with him and they play together through night in his bedroom away from parents
  • But as the seven-year-old struggles to stay awake at school Moz has to say goodbye in tear-jerking advert
  • The loveable cuddly monster leaves a nightlight to help him sleep under the tree in retailer's 10th festive ad
  • Merchandise includes cuddly toy, books, PJs and mugs for sale with some profits donated to Barnardo's
  • The poignant ending left many fans in tears with Strictly star Charlotte Hawkins breaking down on live TV

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John Lewis' new Christmas advert has left viewers in tears over a mischievous and flatulent monster called Moz and his relationship with a seven-year-old soulmate - with fans comparing it to Disney's much-loved Monsters Inc.

The giant furry monster with a bulbous nose, wonky teeth and a love of snoring, jumps out from under the bed every night to play with companion Joe in a festive tale making many laugh and cry.

The little boy, aged 7, who is played by young twin brothers from London named Ethan and Tobias, is initially frightened after seeing a pair of enormous eyes peering from the dark under his bed.

But the two unlikely friends are shown sharing games, playing piggyback and Scalextric in his bedroom – all without mum, dad, or older sister finding out.

Moz then leaves his friend as he realises the little boy needs to grow up without him and wraps a farewell gift for him under the Christmas tree - a nightlight to help him sleep.

The poignant ending has left many fans in tears with GMB host and Strictly star Charlotte Hawkins breaking down on live TV after watching it for the first time, telling viewers: 'They always get me - Christmas adverts. Sorry, just move on, it’s fine'.

Viewers have compared it to Monsters Inc, especially because Moz has a sock stuck to his fur - known as a '23/19 violation' in the Disney movie where characters sneak into bedrooms to make children scream.

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This is the new star of this year's John Lewis Christmas advert - a monster named Moz who lives under a seven-year-old's bed

This is the new star of this year's John Lewis Christmas advert - a monster named Moz who lives under a seven-year-old's bed

Little boy Joe becomes best friends with Moz and they play together through the night in his bedroom without his family finding out

Little boy Joe becomes best friends with Moz and they play together through the night in his bedroom without his family finding out

The two soulmates go on a magical journey together in the department store's new £7million Christmas campaign

The two soulmates go on a magical journey together in the department store's new £7million Christmas campaign

Despite Joe's initial worries about having a monster under his bed he and Moz become the very best of friends, and despite his size the seven-year-old is able to give him a piggyback

Despite Joe's initial worries about having a monster under his bed he and Moz become the very best of friends, and despite his size the seven-year-old is able to give him a piggyback

Viewers say there are similarities to Monsters Inc - a Disney movie where monsters sneak into a child's bedroom to make them scream
Viewers say there are similarities to Monsters Inc - a Disney movie where monsters sneak into a child's bedroom to make them scream

Viewers say there are similarities to Monsters Inc - a Disney movie where monsters sneak into a child's bedroom to make them scream

Fans of both the advert and Monsters Inc said they were concerned Moz has suffered a '23/19 violation' because he has a sock stuck to him
Fans of both the advert and Monsters Inc said they were concerned Moz has suffered a '23/19 violation' because he has a sock stuck to him (pictured in the movie)

Fans of both the advert and Monsters Inc (left) said they were concerned Moz has suffered a '23/19 violation' because he has a sock stuck to him (right in the movie), which usually means he must have all his fur shaved off

It's started already! £20 Moz toys on eBay for £50 within minutes of advert's launch

Moz cuddly toys are on eBay for £50 - more than twice what you pay in a John Lewis store

Moz cuddly toys are on eBay for £50 - more than twice what you pay in a John Lewis store

Profiteers have already started selling Moz cuddly toys for more than twice the price on eBay.

MailOnline has found that within minutes of John Lewis' advert being launched this morning 

Several eBay members are selling cuddly toys for £50 plus £5 P&P, while others are selling sets of toys, books and mugs worth around £35 for £60. 

But they haven't yet reached the heights of the 2014 Monty the Penguin soft toy that went online for £500 or more in the run up to Christmas

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John Lewis' advert, that went live from 8am today and is on TV tonight, is directed by Oscar winner Michel Gondry and set to an Elbow cover of The Beatles' Abbey Road classic Golden Slumbers.

Its £7million marketing blitz also includes a £20 Moz cuddly monster, clothes, mugs, children's book and even a tie-up with Sky and Google they hope will be as successful as their Monty the Penguin' campaign from 2014, which made £2.5million in soft toy sales alone.

It begins Joe initially terrified after hearing snoring under his bed. He then cautiously peers under and sees a pair of enormous eyes peering out at him from the dark.

However, the sleeping creature is no threat, but actually turns out to be a fantastic, fun playmate and friend.

Joe becomes so wrapped up in the fun and games that he loses sleep, which means he dozes off when playing football and getting his hair cut at the barbers.

After nights of riotous fun together Moz realises that it is time for him to go and let little Joe grow up. 

In a moment that will see fans grabbing the tissues the monster is shown under the bed waving forlornly with tears in his eyes.

And one final show of love for the little boy Moz leaves a crudely wrapped parcel under the tree with a gift for the young boy.

The fabulous starlight nightlight creates magical patterns across the Joe's bedroom to help him sleep and Moz seems to have disappeared for ever. 

However, with a click that turns the nightlight off, Joe hears Moz under the bed and so can relax knowing his friend is always nearby if he needs him.

The ad is screening on johnlewis.com, the retailer's YouTube channel and in stores from 8am today, and will later appear on terrestrial television from around 9.30pm on Channel 4 and on all Sky's own channels.

Fans were left sobbing after Moz's farewell from little Joe minutes after the advert was launched this morning
Fans were left sobbing after Moz's farewell from little Joe minutes after the advert was launched this morning

Fans were left sobbing after Moz's farewell from little Joe minutes after the advert was launched this morning
Fans were left sobbing after Moz's farewell from little Joe minutes after the advert was launched this morning

Fans were left sobbing after Moz's farewell from little Joe minutes after the advert was launched this morning
Fans were left sobbing after Moz's farewell from little Joe minutes after the advert was launched this morning

Fans were left sobbing after Moz's farewell from little Joe minutes after the advert was launched this morning

GMB host and Strictly star Charlotte Hawkins broke down on live TV after watching it for the first time

GMB host and Strictly star Charlotte Hawkins broke down on live TV after watching it for the first time

The advert begins with Joe cowering under his covers as he hears snoring coming from under his bed

The advert begins with Joe cowering under his covers as he hears snoring coming from under his bed

Young Joe is so disturbed by Moz's farting and snoring he is forced to put his hands over his ears and use earmuffs

Young Joe is so disturbed by Moz's farting and snoring he is forced to put his hands over his ears and use earmuffs

After plucking up some courage he looked under his bed to find Moz staring back at him from under the bed

After plucking up some courage he looked under his bed to find Moz staring back at him from under the bed

Joe and Moz under the bed, which is being tilted in the air by the sheer size of the monster

Joe and Moz under the bed, which is being tilted in the air by the sheer size of the monster

Moz is shown tentatively getting out from under the bed so he can introduce himself to his roommate

Moz is shown tentatively getting out from under the bed so he can introduce himself to his roommate

Moz stands up to his full height and stands as tall as the ceiling as he towers over Joe, who is played by twins in the advert

Moz stands up to his full height and stands as tall as the ceiling as he towers over Joe, who is played by twins in the advert

The two friends shake hands and say hello as their adventures together are about to begin

The two friends shake hands and say hello as their adventures together are about to begin

A sign on his bedroom door makes his feelings on monsters abundantly clear

A sign on his bedroom door makes his feelings on monsters abundantly clear

The success of Christmas commercials created by the department store of the past puts enormous pressure on the retailer and its ad agency Adam & Eve/DDB.

Last year, it gave us Buster the trampoline loving boxer dog and before that was the old man marooned on the moon at Christmas.

Arguably, the most popular of recent years involved a young boy's quest to find a girlfriend for Monty the Penguin to a version of John Lennon's Real Love, performed by Tom Odell.

John Lewis's 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 heart-warming and I'm sure it will be loved customers, young and old.'

The ad agency's chief creative officer, Richard Brim, described the commercial as a 'basic story of friendship'.

He said: 'This will definitely feel like a John Lewis ad. It is going to have the DNA that everybody has come to know. But, we have to keep on inventing and finding new ways to maintain that.'

The director, Michel Gondry, won an Oscar for Best Original Screenplay as one of the writers of Eternal Sunshine of the Spotless Mind. His career started as a director of music videos for the likes of The White Stripes, The Chemical Brothers, Radiohead, Beck and Daft Punk,

He described the fun and joy bought to the commercial by the young identical twins who play Joe as 'magical'.

The director 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.'

John Lewis hope that the cuddly giant monster will be as popular as other characters they have created over the years

John Lewis hope that the cuddly giant monster will be as popular as other characters they have created over the years

The two friends spend their nights playing in the bedroom including on Joe's Scalextric car game

The two friends spend their nights playing in the bedroom including on Joe's Scalextric car game

The pair become the best of buddie, mucking around and pulling faces at each other to spark laughter
The pair become the best of buddies, mucking around and pulling faces at each other to spark laughter

The pair become the best of buddies, mucking around and pulling faces at each other to spark laughter

At one point the friends make too much noise and Moz jumps under the bed and Joe dives under his duvet when the boy's father looks in on his son

At one point the friends make too much noise and Moz jumps under the bed and Joe dives under his duvet when the boy's father looks in on his son

The little boy is left so exhausted by the fun and games that Moz is shown putting him to bed after one night playing into the early hours

The little boy is left so exhausted by the fun and games that Moz is shown putting him to bed after one night playing into the early hours

But the late nights playing with Moz take their toll and Joe is shown dropping off during the day including when he was in goal in a school football match

But the late nights playing with Moz take their toll and Joe is shown dropping off during the day including when he was in goal in a school football match

He is also unable to finish his homework, much to the frustration and worry of his sister Olivia

He is also unable to finish his homework, much to the frustration and worry of his sister Olivia

He director decided that the giant furry puppet, which is operated by two people in costume, would be a better option that typical CGI film trickery.

Natasha Jiggins, of Millennium FX, who helped to create and build Moz, said: 'We wanted a moveable, fluid, interesting creature.'

It is the first TV performance by the boys, Ethan and Tobias, who have previously had a little theatre experience.

As is typical with John Lewis, the company chooses not to give the full names of the 'stars' of its commercials, preferring to make the story and themes the focus of the campaign.

Elbow were chosen over several other artists to perform the song. It represents a coup for the band, who famously performed their hit, 'One Day like This', at the closing ceremony of the London Olympics in 2012.

The track is a certainty for number one and will also appear on a 'Best of' album due to be released by the band later this month.

Lead singer, Guy Garvey, said: 'This project was such a pleasure. Michel Gondry and The Beatles did all the work for us. We are really proud to be involved.'

In the emotional finale of the advert Moz realises that their friendship may be having a negative effect on the tired little boy

In the emotional finale of the advert Moz realises that their friendship may be having a negative effect on the tired little boy

In the poignant final moments Moz waves to his friend with tears in his eyes as he prepares to say farewell

In the poignant final moments Moz waves to his friend with tears in his eyes as he prepares to say farewell

As a parting gift the cuddly monster leaves his own crudely wrapped present under the tree for Joe among the stacks of gifts 

As a parting gift the cuddly monster leaves his own crudely wrapped present under the tree for Joe among the stacks of gifts 

Joe looks to his mother to check it is for him and she encourages him to open it to see what is inside

Joe looks to his mother to check it is for him and she encourages him to open it to see what is inside

Joe unwraps a night light and it begins to dawn on him that Moz had got it for him to help him sleep better 

Joe unwraps a night light and it begins to dawn on him that Moz had got it for him to help him sleep better 

The fabulous starlight nightlight creates magical patterns across the Joe's bedroom to help him relax at night time

The fabulous starlight nightlight creates magical patterns across the Joe's bedroom to help him relax at night time

Joe looks under the bed as he checks whether his best friend is there as usual but finds he is gone

Joe looks under the bed as he checks whether his best friend is there as usual but finds he is gone

But the space under his bed usually filled by Moz is empty and filled instead with stars from his gift

But the space under his bed usually filled by Moz is empty and filled instead with stars from his gift

However, with a click that turns the nightlight off, Joe hears Moz under the bed and so can relax knowing his friend is always nearby if he needs him

However, with a click that turns the nightlight off, Joe hears Moz under the bed and so can relax knowing his friend is always nearby if he needs him

A recording of actress Sally Phillips reading the Moz The Monster story will be available for download from johnlewis.com.

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 ad has again been the subject of intense speculation about its content, with the store stoking the excitement by releasing short previews on social media under the hashtag #UnderTheBed.

An American computer science teacher called John Lewis, who endures year after year of Twitter feedback on the retailer's campaigns despite clarifying that he is 'not a retail store', has already posted: 'Trust me, no one wants to know what's under my bed. #UnderTheBed'.

'Yikes. It's here!' John Lewis – the American professor with the @JohnLewis handle – deals with his annual rush of mis-directed messages

Father-of-four John Lewis, computing academic of Virginia, gets tweets about the retailer's advert every year

Father-of-four John Lewis, computing academic of Virginia, gets tweets about the retailer's advert every year

One is a British department store gearing up for Christmas with a huge advertising campaign – the other is a little-known American computing professor.

But guess which John Lewis was inundated with tweets from the public about the £7million seasonal commercial?

Step forward Mr Lewis, 53, of Blacksburg, Virginia – who once had just 500 followers on Twitter and now has 16,000 thanks to the British high street giant's Christmas campaigns.

The US academic uses the Twitter handle @JohnLewis – for which he secured the rights before the store chain – ensuring that he always bears the brunt of the messages from customers - good and bad.

Today the retailer released its Christmas advert where Moz the Monster emerges from under seven-year-old Joe's bed.

But as usual, within seconds of it being released, the American with the same name started getting hundreds of tweets.

Today as Moz's adventures with Joe emerged he tweeted: 'Yikes. It's here' And his verdict was: 'I say this is one of your best! It brightened my day (which I needed, ironically, thanks to you)'.

Today the retailer released its Christmas advert where Moz the Monster emerges from under seven-year-old Joe's bed and Mr Lewis, from Virgina, was inundated
Today the retailer released its Christmas advert where Moz the Monster emerges from under seven-year-old Joe's bed and Mr Lewis, from Virgina, was inundated

Today the retailer released its Christmas advert where Moz the Monster emerges from under seven-year-old Joe's bed and Mr Lewis, from Virgina, was inundated

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Here comes the merchandise! John Lewis hopes to cash in on its £7million blockbuster advert with sales of Teddies, slippers, PJs, mugs and book

John Lewis' blockbuster advert is just part of its massive Christmas campaign with the retailer releasing an array of merchandise including a £20 cuddly monster.

There is also a Moz the Monster children's book for £8.99, a mug for £5, pyjamas for around £20 and slippers for £14 to £16.

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 the John Lewis Facebook page 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. And 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. 

It is hoped the cuddly toy could be as popular as the Monty the penguin soft toy that sold 48,000 alone after its release in 2014 with sellers asking up to £500 for one on eBay

After the adverts come out the retailer can see footfall rise and sales can rocket to more than £179million in the following week.

In 2014 its web traffic went up an extra 14million unique visits and 260,000 alone clicked on the advert taking them through to their online store.  

Moz fans can get their own cuddly toy for their bedroom for £20 each
Staff in Canary Wharf made a blunder this week after putting the toys out before the advert launched

Moz fans can get their own cuddly toy for their bedroom for £20 each. Staff in Canary Wharf made a blunder this week after putting the toys out before the advert launched

A Moz the monster book is available for £8.99 and a recording of actress Sally Phillips reading it will be available for download from johnlewis.com

A Moz the monster book is available for £8.99 and a recording of actress Sally Phillips reading it will be available for download from johnlewis.com

Fans of the monster and traditional Christmas presents can pick up these Moz slippers for between £14 and £16 depending on sizes

Fans of the monster and traditional Christmas presents can pick up these Moz slippers for between £14 and £16 depending on sizes

The retailer is also launching a sleepwear range available in blue and red and priced at between £18 and £20 depending on sizes
The retailer is also launching a sleepwear range available in blue and red and priced at between £18 and £20 depending on sizes

The retailer is also launching a sleepwear range available in blue and red and priced at between £18 and £20 depending on sizes

The Moz the Monster is available for £5 with profits from this and the cuddly toy going to Barnados
The Moz the Monster is available for £5 with profits from this and the cuddly toy going to Barnados

The Moz the Monster is available for £5 with profits from this and the cuddly toy going to Barnados

 

Why does Joe have a picture of Moz on his wall BEFORE he's met him? The questions bugging viewers after watching John Lewis's Christmas advert

John Lewis said its new Christmas advert was a simple story about the 'joy of great friendships' and the 'power of children’s imaginations'.

But some viewers were still left bamboozled by Moz and Joe's adventures and failed to understand the story.

Star blogger Zoella said after watching it: 'I’m not sure I get the storyline?!' - to which one follower responded: 'It's an imaginary friend. Why are so many people struggling to get this?'

Common confusion appeared to surround if the monster was real, who bought the gift for Joe and one viewer asked: 'Why was the kid happy at the end when Moz was no longer there!?'

Among the more bizarre theories put forward by viewers was that the nightlight was bought by Joe's mother who knew it would act as a weapon to kill off Moz because he lives in the dark.

MailOnline has attempted to clarify some of the questions fans are asking:

Why does Joe have a picture of Moz the Monster on his wall before they meet?

A sketch on Moz on the wall shown before they meet shows that Joe has drawn his imaginary friend in the past. Sketch is actually the first drawing of Moz by John Lewis' creative team

The answer is that Moz the Monster is Joe's imaginary friend.

The seven-year-old has drawn him in the past because he is a product the seven-year-old's mind. He has stuck it to his wall.

A John Lewis insider told MailOnline: 'This sketch on the wall was actually the first drawing of Moz by our design team'.

Who buys Joe the nightlight - and why?

For Christmas, Joe receives the perfect gift of a night light from Moz which helps him finally get some peace and quiet from the 7ft monster

For Christmas, Joe receives the perfect gift of a night light from Moz which helps him finally get some peace and quiet from the 7ft monster

The present, a fabulous starlight nightlight, creates magical patterns across the bedroom and help him get the rest he needs after getting exhausted playing at night

The present, a fabulous starlight nightlight, creates magical patterns across the bedroom and help him get the rest he needs after getting exhausted playing at night

Moz the monster buys the nightlight for the little boy as a parting gift. The clue is in the wrapping, which is crude and his mother has no clue who it is from.

The friends are shown playing through the night but it has a negative affect on Joe, who cannot stay awake at school or while trying to do his homework.

The nightlight creates magical patterns across the Joe’s bedroom to help him sleep and remind him of his old friend every night.

Why does Joe look happy when his friend Moz appears to be gone forever?

Joe is happy because with a click that turns the nightlight off, he hears Moz under the bed and so can relax knowing his friend is nearby 

Joe is happy because with a click that turns the nightlight off, he hears Moz under the bed and so can relax knowing his friend is nearby 

Although Moz is gone forever, his imaginary friend will always be in his mind.

Joe turns the light off and hears the familiar rumblings of his friend and is reminded that he can bring Moz back any time he thinks of him.

From the makers: How John Lewis describes its Moz the Monster ad

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'. 

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Remember these? Bouncing Buster, the Man on the Moon, Montie the penguin and a lovestruck snowman - EVERY John Lewis ad from the past ten years

2016 

Last year's star was Buster the Boxer and his trampoline antics.

John Lewis said the advert where the dog, played by five-year-old Biff, beats a young girl to her new toy is their attempt to cheer up Britain after a 'tough year'.

The advert told the story of a little girl called Bridget who loves to jump.

Set to a cover version of 'One Day I'll Fly Away', her mother and father buy her a trampoline, toiling while she sleeps to build it before hiding it in the garden to surprise her with on Christmas Day. As the snow falls an array of animals start using it as the Boxer watches forlornly through the window.

The next morning Bridget sprints out to use it for the first time but her joy turns to shock as cheeky Buster has the last laugh and uses her new toy before her.

2015

A lonely Man on the Moon is shown to viewers sitting by himself on a bench, completely unaware that he is being observed by the youngster back down on Earth

The elderly man, played by a 77-year-old French actor called Jean, gazes up wistfully towards the Earth, as the Oasis song Half The World Away, performed by 19-year-old Norwegian singer Aurora plays mournfully in the background.

She tries desperately to send him a message but all her efforts fail, while he remains unaware that anyone cares about him and sits alone on a bench, wistfully staring up at the Earth.

Eventually, on Christmas morning, a present arrives from the sky, carried by party balloons, and the old man unwraps it to reveal a vintage telescope.

He uses it to spot Lily and, realising that someone cares about him, his eyes fill with tears.

2014

John Lewis hoped the bond between a boy and a penguin would capture the public's imagination.

The two-minute festive commercial told the story of seven-year-old Sam, played by actor Rhys Edwards from Hertfordshire, and his friend Monty.

The boy gradually realises Monty is longing for a penguin companion. And so on Christmas morning Sam surprises Monty with the gift of a new penguin friend named Mabel.

The soundtrack was John Lennon's song Real Love, performed by Tom Odell.

2013

The £7million Disney-inspired advert told the story of a selfless hare who is determined to make sure his best friend, a bear, doesn't miss Christmas for once.

The commercial features the tale of two good friends, a bear and a hare, who are sad at the thought of being separated for Christmas.

The tale opens as winter is starting to draw in and the fun and excitement of preparing for Christmas begins.

As the first snowflake falls and lands on the bear's nose, the hare starts to feel sad because he realises his friend will soon go off to hibernate, so – as usual - missing Christmas.

While the bear is keen to join in, eventually he finds he cannot hold off his winter sleep any longer and disappears into his cave.

Viewers see the bear fast asleep while all the other woodland creatures become excited about the big day to come.

However, the hare is missing his friend and finds it increasingly difficult to join in the preparations until the moment he has a great idea for a very special present.

He disappears off in to the wilderness to return with the gift – an alarm clock – which wakes the bear just in time to gather around a beautifully decorated tree to celebrate with all his friends.

2012

The Christmas ad, called The Journey, shows the extraordinary lengths to which some will go in their search for a gift for someone they love.

The 90-second commercial opens in a family's snow-covered garden, with children happily making a snowman and snowwoman.

When the snowman mysteriously disappears the next morning, the viewer is transported to a magical world, following him on an epic journey across river, mountain, road and city.

The motive for the snowman's secret journey isn't revealed until the last scene, when he returns on Christmas morning with gifts for his wife.

Newcomer Gabrielle Aplin sings The Power Of Love, the 1984 hit from Frankie Goes To Hollywood, as the soundtrack. 

2011

In 2011, the John Lewis advert showed a young boy so desperately excited about Christmas that he couldn't wait to give presents to his parents.

It was accompanied by a cover of The Smiths' Please Please Let Me Get What I Want'.

2010

And the 2010 offering saw individuals choosing and wrapping their presents in the lead up to the big day, as Ellie Goulding sings a cover of Elton John's Your Song.

Various people furtively hide the presents they've carefully chosen: parents sneak a rocking horse upstairs while their children's backs are turned; a mechanic struggles to wrap a spotted teapot; and a small boy braves the snow in his dressing gown to hang a stocking outside his dog's kennel.

2009

This was the first of the store's Christmas campaigns created by advertising agency Adam & Eve, now adam&eveDDB, and the first to feature a musical cover by a current artist, on this occasion a Taken By Trees version of Sweet Child O' Mine by Guns N' Roses.

The ad shows children opening gifts for adults including a laptop, coffee machine and handbag, followed by the tagline: 'Remember how Christmas used to feel? Give someone that feeling.'

2008

Culminating in the tagline: 'If you know the person, you'll find the present,' it shows a succession of characters followed by a matching gift.

The soundtrack is a cover of The Beatles' From Me To You recorded for the campaign, with vocals by Matt Spinner, a member of the John Lewis IT department and its music society.

2007

The ad shows a group of people stacking a pile of potential gifts including a desktop lamp, a computer and a leather satchel in an empty room. The finished product ends up creating a shadow that looks like a woman walking her dog through the snow, accompanied by the tagline: 'Whoever you're looking for this Christmas.' 

 

And how does it compare to its rivals?

Tesco

Tesco's one-minute ad is the first in a five-part series to promote the retailer's festive 'Everyone's Welcome' campaign.

Poll

Who has made the best Christmas advert so far?

Who has made the best Christmas advert so far?

  • John Lewis 511 votes
  • M&S 1288 votes
  • Tesco 83 votes
  • Lidl 127 votes
  • Asda 58 votes
  • Argos 39 votes
  • Vodafone 43 votes
  • Debenhams 117 votes
  • Aldi 300 votes
  • Boots 46 votes

Now share your opinion

  •  

In the clip, which was released on Sunday, different families are seen celebrating the festival as they dig into a Tesco turkey.

But not everything goes to plan.

In one scene, a worried-looking man peers into the oven as he inquires: 'You did take the giblets out?'

It becomes apparent that the cook has forgotten, as he responds: 'Giblets?'

In another scene, a woman struggles to get an over-sized turkey into the oven, before deflecting the attention away by asking her concerned guests: 'Has everyone got a drink?'

LIDL

LIDL's Yuletide offering comes in three parts: the Cavalier Carver, The Mince Pie Maverick and the Double Dipper.

In the Mince Pie Maverick, a father demonstrates all the different ways you can devour the Christmas snack, including nibbling, grazing and chomping.

‘Our campaign “Every Lidl Thing For Christmas” has been developed to showcase the fantastic breadth of food and drink we have for the UK customer at Lidl,' Claire Farrant, the supermarket’s UK advertising and marketing director, said.

‘Each Christmas tribe is paired with a Lidl product, demonstrating how we are offering everything anybody could want for this Christmas, and always at unbeatable value.’

M&S

This year, M&S has gone for a very different approach with its festive advert, which is instead a John Lewis-style animated tearjerker that stars one of the best loved characters in children's literature.

The 90-second advert sees Paddington Bear accidentally stumble across a burglar who he mistakes for Father Christmas on the roof of his home, famously in Windsor Gardens.

Always eager to help, the adorable Paddington offers to deliver the presents with the fake Father Christmas, despite protestations that he isn't Santa.

Naturally, the burglar eventually sees the error of his ways as the bear from deepest, darkest Peru shows the thief how excited the family are as they open their presents.

Aldi

The cute talking carrot who warmed the hearts of the nation last year is back as the star of Aldi's Christmas advert again.

And this year, Kevin the Carrot is on a quest for love, as well as the chance to meet Father Christmas once more.

The little vegetable has been popping up on dating app Happn in the lead-up to the launch of Aldi's festive campaign, but clearly had no luck finding the carrot of his dreams before starring in the new Christmas advert.

In the Night Before Christmas-inspired tale, Kevin glimpses Santa Claus through the window of a Polar Express-style sleeper train after wriggling out of the nose of a snowman

He then stumbles onto the luxurious express train to find him, and sees that the dining car is laden with a sumptuous Christmas feast. It's then that little Kevin spots girl carrot Katie from afar, and is instantly smitten.

But Kevin soon finds that the path to true love is never easy, as he dodges sharp utensils, a turkey and all the trimmings.

A gingerbread man snapped in two scares him so much that he stumbles back and knocks over a tower of cheese and a dish of peas.

Seeing a barrage of peas heading towards Katie, Kevin jumps in front to save her and takes the hit.

But the advert can't resist throwing in a cheeky line to cut through the heartfelt drama, as Kevin jokes after he's been saved: 'I think I pea-d myself.'

Debenhams

Debenhams launched its 'You Shall’ campaign taking inspiration from Charles Perrault’s classic 1697 fairytale, Cinderella.

The ad tells the tale of a young woman who loses her shoe on a crowded train and the handsome stranger who finds it.

Audiences will also see a familiar Hollywood face, with a cameo appearance from Ewan McGregor, who plays a pivotal role in the fairytale ending.

The film follows the quest of reuniting a lost shoe with the ad’s heroine and a number of near misses that take place along the way.

The item, a limited edition crystal studded stiletto specially created by leading British designer, Jenny Packham will also be on offer to Debenhams customers.

Retailing for £99 each shoe sold in select stores and online is accompanied with a personalised signed card by the designer.

The multi-million pound campaign was filmed in July in 39 degree heat in Budapest and is the stores’ opening salvo to launch Christmas trade. Directed by Hanna Maria Heidrich, who has won more than 40 international awards for her commercials and short films, the film set saw festive themed scenes created with tonnes of fake snow along with the use of a vintage steam train. The filming took place through the night to capture the atmospheric scenes.

Asda

Asda's 60 second ad is the first in a series meant to give viewers a glimpse into the grocery chain's imaginary festive workshop.

It follows a young girl and her grandfather who sneak into a factory to discover Asda's Christmas 'Imaginarium', featuring a reindeer-powered food mixer for Christmas puddings, miniature people assembling canapes, and a Gin Room where a worker infuses truffles with an apparent gin laser.

Andy Murray, Asda's chief customer officer, said: 'The care and attention that has gone into listening to our customers and creating our Christmas range this year is really impressive and the Imaginarium is the perfect showcase for the excitement and ethos behind our products.

'Whatever your age or budget, Christmas is the time of year when you're open to a little bit of magic and wonderment and I'm really excited that we've been able to do our bit to provide that for our customers this year.'

Argos

Argos's 60-second commercial aims to transport viewers to a magical distribution centre where a troupe of elves are helping Santa to deliver gifts.

The advert is supposed to accentuate speedy delivery from Argos, with the retailer saying online orders can be delivered in as little as four hours.

Three children will also have the opportunity to feature in the TV advert themselves, with parents invited to submit images of them on social media.

The advert, created by CHI&Partners and directed by Gary Freedman, features a futuristic rocket-powered sleigh ready to take off on its mission across the country.

One child's long-awaited Christmas present, a Teksta voice-recognition robotic puppy, is found wandering the aisles by an elf.

But the elf scans it in at the 'elf station' to reveal its intended recipient on-screen, Tom, aged nine, whose family's gifts are departing from gate nine.

This leads to a chase across the distribution centre in which the elf does his best to ensure the robotic puppy makes it to Tom in time for Christmas.

Gary Kibble, Marketing Director at Argos, said: 'We love this edge-of-your-seat, high-energy Christmas campaign, which aims to surprise and delight across all channels – showcasing Argos's Fast Track delivery commitment to getting customers what they want, how and when they want it, faster than anyone else.'

Vodafone

Martin Freeman has delighted fans in Vodafone's heartwarming festive advert.

In the first part of the phone network's Christmas love story series, the Sherlock actor, 46, is seen falling for a mystery brunette on a train platform - as she watches the movie It's a Wonderful Life.

With his female companion wearing a red coat a la Martine McCutcheon in the famous Richard Curtis movie, the advert certainly appears to have a distinct Love Actually feel about it.

The pair lock eyes as Freeman quotes the famous line 'I'll give you the moon, Mary', to which the woman replies: 'I'll take it. Then what?'

The Hobbit star, who could perhaps brush up on his chat-up lines, then begins talking to her about the dangers of burning through her data if she watches movies on her phone.

After eventually getting on the train, he is seen berating himself for bringing up mobile phone data, before the mystery woman appears at the window with her phone number.

Boots

Christmas is often a time for nostalgia and Boots has got in on the act this year with its new festive advert.

The promotion, which spans a period of almost five decades, follows the lives of two sisters and some of the seminal events in their relationship.

It also features some of Boots most iconic products that were there along the way.

The minute-long advert begins in the present day, with Sarah returning to her family home with her teenage son.

There, she is met by her family and sister, Ruth, who presents her with a gift.

'How did you know?' asks Sarah, as the film cuts back to a sequence of events from the sisters' childhood in the 1970s through to 2017.

The flashback touches on the times the girls spent playing and chatting together, to some of their momentous moments, from first kisses to wedding days.

In the background are 11 of Boots' most notable products, such as Seventeen Parma Violet Nail Polish and Natural Collection Banana Moisturising Cream Bath.

Finally, the advert culminates in the present day with the pair laughing as Sarah jokes: 'Well… I only got you vouchers!'

'Are your eyes leaking prosecco?' Charlotte Hawkins breaks down in tears over John Lewis' emotional Christmas advert... before GMB co-hosts blame it on her boozy night out 

Need a tissue? Charlotte Hawkins broke down in tears after watching their new festive commercial during Friday's installment of Good Morning Britain

Need a tissue? Charlotte Hawkins broke down in tears after watching their new festive commercial during Friday's installment of Good Morning Britain

Cheeky! However, she received no sympathy from co-anchor Ben Shephard who insisted her emotional display was punishment for her drinking during Thursday night's ITV Gala
Oh, dear! Charlotte also joked that her tears were the result of a 'big night last night'

Cheeky! However, she received no sympathy from co-anchor Ben Shephard who insisted her emotional display was punishment for her drinking during Thursday night's ITV Gala

Each year, Britain's biggest retailers go up against one another to release a Christmas advert that will tug on the nation's heartstrings.

And it seemed John Lewis' attempt was all too much for Charlotte Hawkins as she broke down in tears after watching their new festive commercial during Friday's installment of Good Morning Britain.

The 42-year-old broadcaster couldn't control her sobbing as she watched the story of mischievous and flatulent monster called Moz who lives under his seven-year-old soulmate's bed.

Gently weeping, she said: 'They always get me - Christmas adverts. Sorry, just move on, it’s fine. We had a big night last night.'

However, she received no sympathy from co-anchor Ben Shephard who insisted her emotional display was punishment for her drinking during Thursday night's ITV Gala.

'Are you leaking Prosecco out of your eyes now?' he quipped, as Richard chimed: 'This is just remorse for last night.'

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Moz the Monster hits the streets on London! Touching new John Lewis Christmas advert is a little too much for one little girl as MailOnline asks Londoners what they think

The new John Lewis Christmas advert has reduced many people across the country to tears – including one young girl who burst out crying when MailOnline showed it to her.

MailOnline took to the streets of London to show people the advert which drew some very positive - and a few slightly terrified reactions from the public.

While some people have shed tears of emotion, adorable little Tara, aged 5, cried tears of fear when she saw the giant monster growl from the darkness beneath a child’s bed in the advert.

The adorable little girl, wearing a pink jacket and fluffy ear muffs, cuddled into her mum Preet when she saw the monster.

‘She’s a little scared,’ Preet said as Tara cowered away from the screen and was too unnerved by the giant monster to watch the advert through to the end.

MailOnline asked the good people of London how they felt about the John Lewis advert and Tara, 5, almost cried from fear when she saw the giant monster lurking beneath the bed

MailOnline asked the good people of London how they felt about the John Lewis advert and Tara, 5, almost cried from fear when she saw the giant monster lurking beneath the bed

He's behind you! The adorable little girl found the monster's presence unsettling and she did not watch the advert through to the end

He's behind you! The adorable little girl found the monster's presence unsettling and she did not watch the advert through to the end

MailOnline stopped filming when they saw that Tara was not enjoying the experience and she burst into tears after viewing the advert, which was designed to spread Christmas cheer, not fear.

But, Mathew, 27, was more enamoured with the ad and said it was the best he has seen this year, although he still preferred John Lewis’ offering last Christmas.

And many of the good people of London told MailOnline that the advert was emotionally potent and commented on its ability to tug at viewers' heart strings.

Impressed: Mathew, 27, enjoyed the ad and said it was the best he has seen this year, although he still preferred John Lewis’ offering last Christmas

Impressed: Mathew, 27, enjoyed the ad and said it was the best he has seen this year, although he still preferred John Lewis’ offering last Christmas

Gentle giant: Richard, 26, and Emma, 22,  said that their favourite part of the advert was when the monster carried the sleeping boy to bed

Gentle giant: Richard, 26, and Emma, 22,  said that their favourite part of the advert was when the monster carried the sleeping boy to bed

Thumbs up! Little Rudy gave a big thumbs up to the ad and did not seem fazed by the monster and she nodded emphatically when asked if she liked it

Thumbs up! Little Rudy gave a big thumbs up to the ad and did not seem fazed by the monster and she nodded emphatically when asked if she liked it

Richard, 26, said that his favourite part of the advert was when the monster carried the sleeping boy to bed and gently tucked him beneath the duvet.

He said that this act transformed him into something kind and caring, and he could no longer be seen as a monster from that point.

Farrah, 22, said she liked it, although it made her a little sad when the monster disappeared

Farrah, 22, said she liked it, although it made her a little sad when the monster disappeared

He has seen the M&S Christmas ad too but said the John Lewis advert was ‘more genuine, original and authentic.’

Emma, 22, agreed that the monster carrying the child to bed was the highlight of the ad.

But she is a ‘massive Paddington fan’ so her bias made her more inclined to choose the M&S Christmas advert as her favourite this festive season.

Lena, 50, and Rudy, 6, viewed the ad while waiting at a bus stop in Kensington.

Little Rudy gave a big thumbs up to the ad and did not seem fazed by the monster and she nodded emphatically when asked if she liked it.

Farrah, 22, said she liked it, although it made her a little sad when the monster disappeared.

But although she found it sad momentarily, she did not think that it would make many people cry, because overall the tone of the ad was one of happiness and love.

But when MailOnline showed the advert to a little boy, he cried out in alarm.

This year’s £7m John Lewis ad features Moz the monster who is first seen lurking beneath the bed of a young boy called Joe.

The seven-year-old cannot sleep with this dark presence hiding just below him, but the pair eventually make friends, and stay up all night playing.

But the little boy, played by twin brothers Ethan and Tobias from London, becomes increasingly exhausted from long nights playing with his new monster friend.

Moz carries the sleeping child to bed one night, tucking him beneath the covers, and realises he must leave so that the boy can continue with his human life.

But he places a messily wrapped present beneath the Christmas tree for the boy before he leaves.

Little Joe opens the mystery present to find a nightlight that projects stars around the room which brightens the darkness and helps him sleep when Moz is no longer there.

The emotional advert has already made many people cry, including GMB host and Strictly star Charlotte Hawkins who broke down in tears on live TV.

 

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