{"id":20557,"date":"2017-12-15T19:02:00","date_gmt":"2017-12-16T00:02:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=20557"},"modified":"2026-09-29T19:04:09","modified_gmt":"2026-09-29T23:04:09","slug":"creating-the-characters-moz-the-monster-for-john-lewis","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/creating-the-characters-moz-the-monster-for-john-lewis\/20557\/","title":{"rendered":"Creating the Characters: Moz the Monster for John Lewis"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">By Heather Taylor<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Few televised spots are as anticipated each year as the Christmas ads from UK retailer John Lewis. This year\u2019s campaign is no exception, as the world was introduced to <a href=\"https:\/\/www.johnlewispartnership.co.uk\/media\/press\/y2017\/press-release-10-november-2017-john-lewis-launches-2017-christmas-advertising-campaign-moz-the-monster.html\">Moz the Monster<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"John Lewis Christmas Ad 2017 - #MozTheMonster\" width=\"1240\" height=\"698\" src=\"https:\/\/www.youtube.com\/embed\/Jw1Y-zhQURU?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">At seven feet tall, Moz could easily be a cousin to one of the Wild Things in the Maurice Sendak classic <em>Where the Wild Things Are<\/em>. He lives under the bed of a little boy named Joe and acts as his imaginary companion as the two stay up late every night playing together. Eventually, their activities begin to wear on the exhausted Joe and Moz is faced with a very real dilemma: to let go of his friend so he may grow up. A night-light gift with a twist turns out to be the perfect solution for the pair and their friendship together.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Directed by film and music video director Michel Gondry (<em>Eternal Sunshine of the Spotless Mind<\/em>) and created by ad agency adam&amp;eveDDB, the challenges surrounding Moz\u2019s creation all started with his story. Becky Brock, Marketing Director for John Lewis, stated that the essence of a great John Lewis ad is a \u201creally simple story about human truth.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For the team at adam&amp;eveDDB, telling this kind of story meant finding new ways to keep on inventing. They worked alongside Millenium FX to create a moveable monster. Rather than create Moz entirely in CGI, two puppeteers were inside of the character\u2019s costume. Fans were placed inside to ensure fresh air was pumped in, as little oxygen gets through the suit once the head is in place. Award winning VFX studio The Mill worked in postproduction to help bring Moz\u2019s facial characteristics to life. As for the soundtrack, English rock band Elbow did a cover of \u201cGolden Slumbers\u201d by The Beatles to add to the air of dreamy magic and wonder surrounding the spot.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Adds Michel Gondry, \u201cWhen I told my ex-girlfriend I was doing the next John Lewis Christmas film she said: You have big shoes to fill, this John Lewis commercial must make people cry, don&#8217;t forget. Last week, I showed it to her and she cried. Phew.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You can watch the entire behind the scenes making of Moz the Monster here.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Heather Taylor Few televised spots are as anticipated each year as the Christmas ads from UK retailer John Lewis. This year\u2019s campaign is no exception, as the world was [&hellip;]<\/p>\n","protected":false},"author":26,"featured_media":20558,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-20557","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Creating the Characters: Moz the Monster for John Lewis | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/creating-the-characters-moz-the-monster-for-john-lewis\/20557\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Creating the Characters: Moz the Monster for John Lewis\" \/>\n<meta property=\"og:description\" content=\"By Heather Taylor Few televised spots are as anticipated each year as the Christmas ads from UK retailer John Lewis. This year\u2019s campaign is no exception, as the world was [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/creating-the-characters-moz-the-monster-for-john-lewis\/20557\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2017-12-16T00:02:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-09-29T23:04:09+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/09\/Screenshot-2026-09-29-at-4.03.28-PM.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1854\" \/>\n\t<meta property=\"og:image:height\" content=\"1076\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"becky\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" 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