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MOZ, the giant snoring monster, has been unveiled by John Lewis as the star of its annual Christmas advert.

The store’s annual ad campaign has won fans around the world and is eagerly anticipated as a winter warmer at the start of the festive season.

And as usual the critics are split; those giving the short film a thumbs up are reaching for the tissues, others claim this year’s effort has lost its sparkle.

The storyline tells of a little boy and his friendship with a special pal…the imaginary monster Moz who lives under his bed – the advert also features a Beatles song, Golden Slumbers, performed by Elbow.

Making its debut and later television; viewers used social media to cast their verdicts. One said: “So ready to cry”…another claimed: “Lost their magic touch.”

The advert is directed by Oscar-winning Michel Gondry who is a veteran of music videos for the likes of The White Stripes, The Chemical Brothers, and Bjork.

He said: “When I told my ex-girlfriend I was doing the next John Lewis Christmas film, she said ‘You have big shoes to fill, this film must make people cry, don’t forget’.

“Last week I showed it to her and she cried…phew!”

Previous John Lewis advertising campaigns have included Buster the bouncing boxer; a man on the moon, Monty the penguin, and the hibernating bear woke up on Christmas Day to enjoy the fun.

According to the Advertising Association, agencies look to pocket around £6 billion this Christmas as they attempt to get people to spend on clients’ products.

The John Lewis ad follows the release of Marks and Spencer’s advert which features Paddington Bear, the furry guy from Peru mistaking a burglar for Father Christmas.

Asda’s offering follows a little girl and her grandfather visiting a festive food factory, which has a Willi Wonka feel, while Aldi reintroduces Kevin the carrot – this time with a love interest…and there are more to come

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