John Lewis' Christmas Ad Introduces 'Moz the Monster'
Laura McQuarrie — November 10, 2017 — Marketing
References: johnlewismonstermaker & campaignlive
In previous years, retailer John Lewis has introduced a series of charming characters in its annual Christmas commercials and this year is no different, with the John Lewis Christmas ad 2017 starring 'Moz the Monster.'
The Moz the Monster ad tells the story of a boy named Joe who finds a tall, imaginary monster living under his bed. After a while, the pair becomes great friends, a relationship that actually begins to affect the young boy's sleep. For Christmas, Joe finds a present from Moz under the tree -- a nightlight that projects stars, making it possible for him to get a good night's sleep once again.
As part of its #MozTheMonster campaign, John Lewis introduced an online tool that lets users create play with and take a selfie of their own monster.
The Moz the Monster ad tells the story of a boy named Joe who finds a tall, imaginary monster living under his bed. After a while, the pair becomes great friends, a relationship that actually begins to affect the young boy's sleep. For Christmas, Joe finds a present from Moz under the tree -- a nightlight that projects stars, making it possible for him to get a good night's sleep once again.
As part of its #MozTheMonster campaign, John Lewis introduced an online tool that lets users create play with and take a selfie of their own monster.
Trend Themes
1. Imaginative Commercial Characters - Creating memorable and endearing characters in ads has become a trend that retailers can use to appeal to consumers emotionally.
2. Interactive Marketing Tools - Introducing online tools that complement campaigns allow consumers to engage with brands in novel ways and create more loyalty.
3. Holiday Gift Solutions - Retailers can create narratives around gift-giving, tap into customers' emotions, and offer creative solutions to target audiences during the holiday season.
Industry Implications
1. Advertising - The advertising industry can tap into consumers' emotions by creating endearing characters and memorable narratives that can attract audiences.
2. Marketing - The marketing industry should use online tools that complement campaigns and allow consumers to engage with brands in new and innovative ways.
3. Retail - Creativity around gift-giving can offer retailers the chance to tap into consumers' emotions and offer unique gifts solutions during the holiday season.
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