John Lewis unveils #MoztheMonster Christmas campaign with Google Home and Facebook AR tie-in

John Lewis's #MoztheMonster Christmas campaign

John Lewis’s #MoztheMonster Christmas campaign

The much-anticipated John Lewis Christmas film from Adam&Eve/DDB has been revealed, this time featuring a friendly monster called Moz alongside all manner of interactive campaign components.

#MoztheMonster, which was produced by award-winning film director Michel Gondry, best known for Eternal Sunshine of the Spotless Mind, tells the tale of an imaginary creature that lives under the bed of a little boy called Joe.

As with many of John Lewis’s annual campaigns, it follows a similar formula of friendship with a heartwarming ending. Following a round of snoring and farting, Joe and Moz play together every night until it all gets a little too much for the former and he can barely stay awake during the day. Moz comes up with a solution in the Christmas present he then gives him – a night-light that takes away the monster whenever he needs it to.

The soundtrack to the film is a cover version of The Beatles’ Golden Slumbers by Elbow.


“This year’s Christmas campaign brings to life the power of children’s imaginations and the joy of great friendships,” said Craig Inglis, John Lewis’s customer director. “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.”

As with previous years, the film itself is only one part of a much wider integrated campaign. John Lewis first started teasing it with short #underthebed clips on social media, alongside changing some of its store signs around the country so that the “o” and “e” of its logo were eyes instead.

Innovative approaches this year then further include a partnership with voice activation device Google Home, through which users can download and personalise the story with their own sound effects. The story, which is read by actress Sally Phillips, can also be downloaded on the John Lewis website and via Sky boxes.

John Lewis's #MoztheMonster Christmas campaign teased in its store logo

John Lewis’s #MoztheMonster Christmas campaign teased in its store logo

The retailer has also become one of the first to make use of Facebook’s new augmented reality feature, enabling fans the ability to “Mozify” their faces. In 10 stores around the country, they can also do so in person at a Monster Maker station. At Johnlewismonstermaker.com, meanwhile, there’s an interactive experience where users can customise their own version of Moz – changing his shape, colour and smile, before adding their own scribbles all over him and choosing their favourite “fart” sound. He then dances depending on which area you press on him.

Further in-store activations include “the world’s first farting and snoring window” on Oxford Street, and a range of merchandise including toys, mugs, pyjamas and more. Proceeds of the sale of certain items go to charity partner Barnardo’s.

Customising our own version of John Lewis's #MoztheMonster

Customising our own version of John Lewis’s #MoztheMonster