In a break with tradition, which normally sees the ad air during a prime-time ad slot on television, the retail store decided to release its new Christmas ad on Twitter this morning (10 Nov).

The two-minute clip, which quickly went viral after release, sees a seven-year-old boy named Joe become frightened when he spots a pair of eyes glowing from the dark space underneath his bed. However, it soon transpires that the peepers belong to a mischievous (and flatulent) monster called Moz, and it’s not long before the two forge an unlikely friendship.

For nights on end, they play games, give each other piggybacks, share toys and, generally, have a giggle – but the late nights soon begin to have a negative effect on Joe. 

And, when Moz sees the dark circles under his exhausted pal’s eyes, he quickly realises that their friendship can’t last forever: he needs to let the little boy grow up.

Cue a jump to Christmas morning, when Joe finds a very scrappily wrapped present waiting for him underneath the tree. Joe, naturally, assumes it’s from Moz – but a thoughtful look from his mother suggests otherwise.

And the pressie – a night light – is more than enough to make Moz disappear when Joe switches it on for the first time that evening.

“For gifts that brighten the world,” the ad promises… but there’s a twist.

Watch it for yourselves below:

That’s right: when Joe turns the night light off again, Moz reappears – and the little boy is able to sleep, knowing that his friend will always be nearby if he needs him.

John Lewis spared no expense on the ad: directed by Hollywood’s Michel Gondry, it has been set to a beautiful cover of The Beatles classic Golden Slumber, performed by indie crooners Elbow.

And, unsurprisingly, those who want a Moz of their very own can find a £20 version of the monster in their nearest John Lewis store (after all, the retail giant made £2.5 million in soft toy sales alone thanks to 2014’s Monty The Penguin).

If you just want to see Moz for yourself, however, you’re in luck: the John Lewis flagship store in Oxford Street has unveiled the world’s first farting and snoring window as Moz plays in the rooms in Joe’s house.

Merry Christmas…

Images: John Lewis