"Moz the Monster"

10 November 2017

2 mins

Monstrously good.

The template established by adam&eveDDB for John Lewis's big Christmas commercial undoubtedly makes it predictable. We could all anticipate that it will be a sweetly emotional film featuring a child in the build-up to Christmas Day but because it's a formula which the public adores, the most predictable aspect is the love it will receive.

Director Michel Gondry has cranked up the charm in a tale of Joe - a boy kept awake by a monster called Moz who sleeps beneath his bed. As Elbow offer a rendition of The Beatles' 'Golden Slumbers', the youngster does his best to shut out the noise of the intruder's snoring... but it's no use. Luckily, Moz is an exceedingly nice monster and a nocturnal friendship soon flourishes. The cost of their nighttime fun soon becomes apparent as Joe begins to fall asleep during the day, often at the most inopportune moments.

It's a thoroughly lovely piece of work. Anyone who feels it's time for adam&eveDDB to move away from this approach should remind themselves of this commercial's purpose because this is going to create a sensation online and - more importantly - in John Lewis's stores. There isn't a hint of staleness here and to state the bleedin' obvious... adam&eveDDB really know what they're doing.

UK

Department Stores