The creative idea is inspired by the human truth of the power of imagination, and its particular prominence in childhood.

A boy is kept awake by a monster under his bed. The pair become friends and play together each night, however the boy struggles to stay awake during the day. Come Christmas, he receives a gift from the monster to help him get some sleep.

The creative idea is inspired by the human truth of the power of imagination, and its particular prominence in childhood.

A boy is kept awake by a monster under his bed. The pair become friends and play together each night, however the boy struggles to stay awake during the day. Come Christmas, he receives a gift from the monster to help him get some sleep.

The campaign was teased with a 10” spot on Sky, 3” videos on social media and 10” videos on DOOH sites throughout the UK for three days prior to launch. The store front logos on six key stores were also updated as part of the tease period.

The 120” ad launched on social media and broadcast TV on Friday 10th November, and ran until 24th December 2017 via a range of cut downs (90”, 60” & 20”).

The broadcast & VOD element of the media plan was also comprised of 10” product ads for specific suppliers (Microsoft, Dyson, Anki, Nespresso, Playstation and Bose) featuring our hero asset. These ads played out around Black Friday to continue to drive sales after the peak of the main ad launch.

The ad received over 10m views within 24 hours of launch and was viewed over 28m times over the campaign period, making it the most viewed Christmas ad in the UK of 2017 and No.1 on YouTube’s Christmas ad leaderboard.

The Elbow cover of The Beatles ‘Golden Slumbers’ was streamed on Spotify over 1.7m times.

#MozTheMonster trended No.1 worldwide on launch day and John Lewis received 176k mentions on social media; +53,000 vs our closest competitor.

In the 6 week lead up to 30th December 2017, overall sales at John Lewis were up by 3.6% YoY as a result of the campaign.