Moz the Monster was the typical monster under the bed scenario for the little boy [John Lewis/SG]
The highly anticipated John Lewis Christmas advert has been unveiled via Twitter featuring a very adorable Moz the Monster.
Little boy Joe strikes up a friendship with Moz – which has a whole collection of merchandise to buy from John Lewis – but finds himself staying up all night and falling asleep throughout the day.
Then, at the end of the Christmas advert, the little boy gets himself a night light and Moz the Monster disappears from under the bed.
But what does the John Lewis Christmas advert mean?
Moz the Monster becomes a good imaginary friend of Joe’s [John Lewis/SG]
Already being named one of the best festive ads of 2017, some viewers are slightly struggling to understand the point and message behind the £7million advert.
One Twitter user said: “Doesn’t tug on heartstrings or make sense, boy annoyed with monster, monster farts, boy now friends with monster, plays all nights, tired all day, monster gets boy a light, monster disappears, boy loses friend he plays with but happy at the loss? Don’t understand? #MozTheMonster.”
Agreeing, another admitted the end of the advert made no sense: “But wait, didn’t the monster buy him the light? That’s why it was badly wrapped?”
Here are the biggest John Lewis Christmas advert questions answered:
The John Lewis advert is a tale of friendship and imagination [John Lewis/SG]
Simply, no. Moz was the typical ‘monster under the bed scenario’ for children, keeping Joe up at night. A friendship was then created, helping Joe with his fear of the dark and lack of wanting to sleep.
As many followers on Twitter have pointed out, Moz the Monster and Joe’s story is all about imagination.
The little boy creates an imaginary friend to play with to help him beat his fear of the dark as well as his want to not got to sleep which ends up keeping him up all night as they build up a unique friendship.
One Twitter user commented: “I think it shows the magic and imagination of children.”
Joe was gifted a messy-wrapped night light on Christmas Day which caused confusion for watchers [John Lewis/SG]
In messy wrapping and with a confused face from mum and dad, fans have speculated over who bought Joe the light. Was it Moz the Monster? Or was his parents simply trying to help him with his night fears?
One fan theory suggests: “He’s can’t sleep in the dark. Scared of it. Monster is an imaginary friend. Gets no sleep. His parents know he has this friend. Give him a gift from him. Room no longer dark. He can sleep.”
John Lewis Christmas advert 2017: Moz the Monster is available to buy now [John Lewis]
A big question on social media is why did he want to get rid of his best friend by turning on the light?
The main theory it seems is the story of friendship. Despite being grateful for his present and light, meaning he can now sleep like an adult, he can’t help but miss his friend. A true childhood dilemma for children and parents.
Moz the Monster is already a figment of Joe’s imagination before he brings him to life [John Lewis/SG]
A true figment of Joe’s imagination, the clue that Moz isn’t real is right there from the beginning.
With a drawing of Moz on the wall, it’s clear the young boy has already been make-believing with his imaginary monster.