‘Cute, but I didn’t get the ending’: Londoners’ unfiltered reactions to John Lewis's Christmas ad

As the internet responds to John Lewis’s Moz the Monster with a somewhat lukewarm reaction, The Drum headed to the brand’s flagship on Oxford Street to get a glimpse at its in-store activations (farting windows included) and to find out what the public on the pavement really think of the latest Christmas creative.

Responses on the street were largely positive, although there was an underlying sentiment of confusion surrounding the ad’s storyline.

"It was really cute, but I didn't really get the ending," said PC Finley. "He got this star globe light thingy, and then the monster disappeared and it was really sad. Where's he gone?"

The ad has garnered more than 360,000 views on YouTube since it was unveiled at 7.40am this morning. Social intelligence group Brandwatch analysed social media reactions to the spot in the first three hours of its release. and recorded a 76% positive sentiment.

John Lewis clocked up 18,260 social mentions between 7am and 10am this morning, with 2,906 mentions picked up in the first hour of Moz the Monster going live on YouTube.

To support the ad’s launch, the retailer has unveiled the ‘world’s first’ farting and snoring interactive window at its flagship brand on London’s Oxford Street. Moz’s House, an experiential activation, has been opened in-store, giving shoppers the chance to cuddle a seven-foot Moz, enjoy book readings and explore the monster’s curiosity cabinet.

Moz the Monster’s hero ad is additionally supported by experiences with Facebook AR and Google Home, as well as a range of merchandise.

Katie Deighton

Katie Deighton is The Drum’s senior reporter - creative and video based in London. She produces, films, presents and edits the title’s editorial video output, including series such as On The Scene, Ad Breakers and Why I Left Advertising, and manages its coverage of the creative sector. She also reports on the intersection between politics and marketing, as well as the third sector and fashion.

All by Katie