Published: Fri, November 10, 2017
IT | By Lester Massey

John Lewis has just released this year's Christmas advert

John Lewis has just released this year's Christmas advert

The John Lewis advert shows Moz The Monster and a little boy named Joe, who is struggling to sleep because of the creature living under his bed.

It features a cover of The Beatles song Golden Slumbers by Elbow.

John Lewis's Customer Director, Craig Inglis, told The Daily Mail: "This year's Christmas campaign brings to life the power of children's imaginations and the joy of great friendships". "So ready to cry", said one.

The 2017 charity partner is Barnardo's, with whom John Lewis have a long-running partnership.

The advert was released on John Lewis's YouTube channel on Friday morning.

The edit is produced by award-winning film director Michel Gondry, best known as director and writer of Eternal Sunshine of the Spotless Mind.

A page called UnderTheBed was created on social media and the only post was a short four second clip.

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.

Although Joe is irritated by the monster at first, the pair soon become friends and spend every night playing together in Joe's bedroom.

However the store has already been forced to respond to speculation that the burglar swears at Paddington.

Meanwhile, Asda's ad follows a girl and her grandfather visiting a festive food factory.

The Sainsbury's advert is set to premiere on Sunday on ITV.

According to a forecast by the Advertising Association, advertising agencies are expected to spend close to £6 billion over the Christmas period - which would make it the largest ever seasonal advertising spend.

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