Watch John Lewis Christmas advert 2017: Moz the Monster pulls on heartstrings

John Lewis store ruins anticipated Christmas ad by selling toys three days early

John Lewis Christmas Advert 2017: Moz The Monster Takes Centre Stage In #UnderTheBed Advertising Campaign

The cute Christmas ad features Moz The Monster and a little lad called Joe, who make an unlikely friendship.

English rock band and the victor of 2008 Mercury Music Prize, Elbow have the honour the recording the theme tune, which is a cover of Beatles classic, Golden Slumbers.

John Lewis have revealed their 2017 Christmas advert, which sees the lovable giant Moz the Monster take centre stage. "Lost their magic touch", said another.

The report comes as major retailers such as John Lewis, M&S and Asda prepare their Christmas campaigns.

The ad has appeared on the store's Youtube channel and will preview on television on Friday night.

The edit is produced by award-winning film director Michel Gondry, best known as director and writer of Eternal Sunshine of the Spotless Mind. Last week I showed it to her and she cried.

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"I can't start Christmas without you!" cried one fan online ahead of this year's release.

"Trust me, no one wants to know what's under my bed", he posted.

Spending on ads has surged by 37% since 2010 amid increased competition among businesses to win over British consumers in the final quarter of the year.

Joe finds a clumsily wrapped present of a night light under the tree on Christmas morning, and the ad ends with him hearing the comforting rumblings of his friend when he switches it off that night.

He is in fact saying "thank you little bear", a spokesperson assured.

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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