John Lewis, the UK department store chain, its 2017 Christmas advertising campaign, “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.
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 and johnlewismonstermaker.com 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. Google Home customers will also be able to personalise their story choosing their own sounds effects.
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. The ‘Golden Slumbers’ track will be included in Elbow’s ‘Best Of’ album which will be released on November 24th.
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.
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.”
John Lewis Moz The Monster Credits
The John Lewis Moz The Monster campaign was developed at adam&eveDDB, London, by chief creative officer Richard Brim, group executive creative director Ben Tollett, group chief creative officer Ben Priest, creative partner Patrick McClelland, art director Feargal Ballance, producer Russell Taylor, CEO Tammy Einav, assistant producer Raluca Anastasiu, planning partner Martin Beverley, chief strategy officer David Golding, business director Caroline Grayson, account manager Skye Stoppani, and account director Sarah Kay.
Media planning and buying by Manning Gottlieb OMD.
Filming was shot by director Michel Gondry via Partizan with director of photography Tim Maurice Jones, production manager Richard Wilson, production designer Andrew Kelly, production assistant Theo Cassels, producer David Stewart and executive producer Jenny Beckett.
Modelling was done at Millennium FX.
Editing was done by Whitehouse Post by editor Andre Rodrigues and assistant editor Antonia Porter.
Post-production and CGI was done by The Mill by executive producer Alex Fitzgerald, VFX producer Imogen Pai, VFX shoot supervisors Milo Paterson and Sam Driscoll, creative directors Neil Davies and Jorge Monteil, colourist Seamus O’Kane, 2D lead artist Gianluca Di Marco, 3D lead artist Sam Driscoll, 2D artists Milo Paterson, Theajo Dharan, Lucas Carracedo, Stefan Susemihl, Lucas Carracedo, Gary Driver, James Pratt, 3D artists Josh Curtis, Robert Moore, Maria Carriedo, Jack Powell, Will Burdett, Clement Granjon, Daniel Kmet, Perrine Renard, Andrew Bartholomew, Margaux Huneau, Vaclav Cizkovsky, Tony Atherton, Maxime Cronier, Jesus Parra, Peter Agg, Joshua Barlow, Philip Maddock, and Pavel Mimichev.
Sound was produced at Factory by sound designer Anthony Moore.
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