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John Lewis Advert: Christmas 2017

As in previous years, John Lewis is hoping to tap into interest in its Christmas campaign with an array of merchandise. There is an accompanying children’s picture book, while the retailer will make a donation from the sale of Moz cuddly toys and mugs to charity partner Barnardo’s.

In addition to the ad, John Lewis will be bringing the campaign to life in a number of ways. A recording of actress Sally Phillips reading the Moz The Monster story will be available for download from its own website, Sky boxes, and Google’s smart home device Google Home. Google Home customers will be able to personalise the story by choosing their own sounds effects.

Earlier this year the retailer admitted its festive ads are “no longer as groundbreaking” and suggested it could switch up its approach in 2017. However, if anything this year is a return to pulling on heartstrings and is similar in theme to Monty the Penguin.

From a social perspective, the retailer is partnering with Facebook to offer consumers an artificial intelligence experience. People will be able to put a Moz filter over their face – similar to its Snapchat activity last year – and in 10 shops customers will be able to create their own monster selfie at a Monster Maker station and share the results on social media.

Meanwhile, at the John Lewis flagship shop on Oxford Street in London, visitors will be able to see and hear Moz playing in the rooms in Joe’s house. Popular or not, John Lewis adverts are always a topic of convocation at this time of year and at the risk of sounding cliche, there’s no such thing as bad publicity.

Watch the ad here:


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