MOZ THE MONSTER BY JOHN LEWIS
The Christmas Advert Formula
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John Lewis Christmas advert is one of the most anticipated adverts every year. According to Brandwatch data, there were 2,906 mentions on social medias about John Lewis Christmas advert from 7 till 8am (the advert appeared at 7:40). However, the campaign received mixed reviews.
The advert storyline is about the friendship of a young boy called Joe and Moz the monster, who lives under his bed. Joe and Moz are playing during the night, as result Joe struggles to stay awake during the day. For Christmas Joe receives a night light (from Moz) which helps Joe to sleep but at the same time makes Moz disappear.
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A positive aspect to the advert was the diverse family. Mixed race parents are not often present in advertising so it’s a step forward.
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John Lewis created a formula for their Christmas advert, and although the formula is effective some claim that it is getting repetitive. A child, a loveable character and emotional soundtrack is John Lewis method to pull the audience heartstrings. However, many felt that this advert is not as engaging as the advert from a year before.
One thing for sure, John Lewis marketing campaign is cohesive and follow the 360 degrees approach – from the tv advert to store’s windows to John Lewis website and Moz the monster products line.
30.11.2017
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Moz the monster says BOO!!
Moz the monster, imaginery friend of seven year old Joe from the newest John Lewis Christmas advert moved from underneath his bed to Oxford Street store windows!
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John Lewis Christmas windows and campaign is something that all Londoners are looking forward to seeing each year. This time, John Lewis created a rather friendly looking monster which, who knows, maybe lives in your house too!
Windows of John Lewis Flagship store has been transformed into a house, featuring different rooms and Moz having fun around the house.
You can see the monster having a festive bubble bath or snoring deeply after he ate all the mince pies, so naughty!
The windows are also interactive, tickle the Moz's foot and he starts giggling!
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There is a very good variety of products featured in the windows from different categories (home, accessories,food, clothing or toys). John Lewis also created some special products with Moz himself.
You can also visist Moz in his special house on the 4th floor, say hello and take a picture, do not worry , we won't judge!