The wait is over, the John Lewis Christmas ad has been revealed!
The commercial is as eagerly awaited as Santa at this time of year and it was shown for the first time on today’s Good Morning Britain.
This year their festive offering centres on Moz The Monster, who lives under the bed of a little boy.
At the start of the advert, the boy is shown to be scared of the creature who can be heard breathing deeply and rocking his bed.
But they soon make friends and he spends his nights playing games with Moz as the slow song Golden Slumbers plays sung by Elbow.
Then Christmas arrives and Moz realises he has the perfect present for his new pal.
He buys him a night light, so the little boy will no longer be sleep-deprived by his fear of the dark.
“For gifts that brighten their world,” the strapline declares.
But the gift means now the boy’s fear has gone, so has his monster under the bed.
Moz can be seen waving goodbye as he knows his time is up.
The twist left GMB’s Charlotte Hawkins in tears.
“I’m sorry, Christmas ads always get to me!” she said as she sobbed.
Many viewers agreed with her saying they were bawling their eyes out.
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Others thought it was a bit of a letdown.
For some, it could never top the retail giant’s previous efforts, like Buster the boxer trampolining dog last year and cute Monty the Penguin of 2014.
The latest advert cost £7m to produce and even involved an Oscar-winning director in the hope it will lure customers to spend big in John Lewis stores this Christmas.
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Other retails giants have also been pulling out all the stops with their Christmas offerings.
M&S’s ad stars Paddington Bear while Debenhams’ has a cameo from Ewan McGregor.