Watch the John Lewis Christmas advert 2017 featuring Moz the Monster

Watch the John Lewis Christmas advert 2017 featuring Moz the Monster

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.

Seven-year-old Joe can not sleep because Moz keeps him awake at night, wanting to play. The two become good friends and play togather every evening, but Joe's relationship with his imaginary friend starts to take its toll as he can hardly stay awake during the day. For Christmas, Joe receives the flawless gift of a night light which helps him finally get some peace and quiet from Moz, and a good night's sleep. "Moz and Joe's story is magical and heartwarming".

"This project was such a pleasure", said Guy Garvey, the lead singer and principal songwriter of Elbow. We are really proud to be involved'.

However, the emotion is tempered by John Lewis unveiling what it describes as the "world's first farting and snoring window" at its Oxford Street flagship store, where visitors will be able to see and hear Moz playing in the rooms in Joe's house. The retailer will make a donation to children's charity Barnardo's from the sale of Moz mugs and cuddly toys.

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In addition to watching the advert, you will be able to enjoy Moz and the story in a number of different ways.

On Facebook you will be able to have fun "mozifying" your face using your Facebook camera, and in selected stores, you will be able to create your own monster selfie at a Monster Maker station.

And sure enough, the folks at MyVoucherCodes have risen to the challenge of emulating Moz The Monster's under-the-bed antics, having delivered a micro-budget remake of the ad.

Data compiled by data analytics company Meltwater showed that by early afternoon on Friday - hours after the commercial went live on the internet - it had already been mentioned approximately 36,000 times on Twitter, with the majority expressing a neutral or positive sentiment, based on wording.