{"id":109843,"date":"2017-11-10T10:06:43","date_gmt":"2017-11-10T10:06:43","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=109843"},"modified":"2017-11-10T10:06:43","modified_gmt":"2017-11-10T10:06:43","slug":"the-john-lewis-christmas-advert-divides-twitter","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/the-john-lewis-christmas-advert-divides-twitter\/","title":{"rendered":"The John Lewis Christmas advert divides Twitter"},"content":{"rendered":"<p><strong>The John Lewis Christma<\/strong><strong>s Advert 2017 has been released and will premiere on TV tonight during Gogglebox. Watch the advert here:<\/strong><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/Jw1Y-zhQURU?rel=0&amp;controls=0&amp;showinfo=0\" width=\"760\" height=\"428\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>The annual \u2018event\u2019 as it now is, is considered by many to be the biggest advert of the Christmas season, though in recent years M&amp;S, Sainsbury\u2019s and Aldi have all been nipping at John Lewis\u2019s heels.<\/p>\n<p>This year\u2019s advert feature\u2019s Moz the Monster (nothing to do with Morrissey, no matter what twitter says). It\u2019s an \u2018imaginary\u2019 under-the-bed monster who at first irritates but then befriends a small boy. They have lots of fun at night but the boy sleeps during the day. The monster, seemingly aware of this, gifts the boy a nightlight thus getting rid of him\/herself, because monsters don\u2019t like the light, and allowing the boy to get some sleep.<\/p>\n<p>The advert does raise a few questions about whether the boy would want to get rid of his friend (in the final moment he turns the light off and Moz growls again), and why the mother bought the light but made it look like it was from a monster she presumably thought her son was afraid of. And if she didn\u2019t buy it, and it is from the monster, why she didn\u2019t care there was a suspiciously wrapped present under the tree.<\/p>\n<p>These areas of confusion have spread to Twitter whether opinions are divided over the advertising treat of the year.<\/p>\n<p>These people are confused:<\/p>\n<p>&nbsp;<\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">Doesn&#8217;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&#8217;t understand? <a href=\"https:\/\/twitter.com\/hashtag\/MozTheMonster?src=hash&amp;ref_src=twsrc%5Etfw\">#MozTheMonster<\/a><\/p>\n<p>\u2014 Dan Jones (@AuthorDanJones) <a href=\"https:\/\/twitter.com\/AuthorDanJones\/status\/928889131987623936?ref_src=twsrc%5Etfw\">November 10, 2017<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">John Lewis advert&#8230;I&#8217;m either half asleep or dim but I don&#8217;t get it <a href=\"https:\/\/twitter.com\/hashtag\/Mozthemonster?src=hash&amp;ref_src=twsrc%5Etfw\">#Mozthemonster<\/a><\/p>\n<p>\u2014 Hatty Midge (@hattymij) <a href=\"https:\/\/twitter.com\/hattymij\/status\/928894461937115136?ref_src=twsrc%5Etfw\">November 10, 2017<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">pretty much sums it up! <a href=\"https:\/\/twitter.com\/hashtag\/MozTheMonster?src=hash&amp;ref_src=twsrc%5Etfw\">#MozTheMonster<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/confused?src=hash&amp;ref_src=twsrc%5Etfw\">#confused<\/a> <a href=\"https:\/\/t.co\/QtjRNPsAJB\">https:\/\/t.co\/QtjRNPsAJB<\/a><\/p>\n<p>\u2014 Sam (@SKB_87) <a href=\"https:\/\/twitter.com\/SKB_87\/status\/928921211047940096?ref_src=twsrc%5Etfw\">November 10, 2017<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>&nbsp;<\/p>\n<p>Some seem to have cottoned on to a meaning where the monster \u2018had to go\u2019 and all parties involved understood that. For these people, John Lewis has once again hit all the right emotional buttons:<\/p>\n<p>&nbsp;<\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">Omg no it\u2019s too early in the morning for this ??? <a href=\"https:\/\/twitter.com\/hashtag\/MozTheMonster?src=hash&amp;ref_src=twsrc%5Etfw\">#MozTheMonster<\/a><\/p>\n<p>\u2014 Conor ? (@Conor_Wynn) <a href=\"https:\/\/twitter.com\/Conor_Wynn\/status\/928921264638627840?ref_src=twsrc%5Etfw\">November 10, 2017<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">Why. Did. He. Have. To. Goooo ??? <a href=\"https:\/\/twitter.com\/hashtag\/MozTheMonster?src=hash&amp;ref_src=twsrc%5Etfw\">#MozTheMonster<\/a> <a href=\"https:\/\/t.co\/krKcOk9fsf\">pic.twitter.com\/krKcOk9fsf<\/a><\/p>\n<p>\u2014 Kirsty (@Navy_Blonde) <a href=\"https:\/\/twitter.com\/Navy_Blonde\/status\/928921234292772864?ref_src=twsrc%5Etfw\">November 10, 2017<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">Watching The John Lewis Ad, thinks it&#8217;s not as emotional as usual. End hits and I&#8217;m like&#8230;. <a href=\"https:\/\/twitter.com\/hashtag\/MozTheMonster?src=hash&amp;ref_src=twsrc%5Etfw\">#MozTheMonster<\/a> <a href=\"https:\/\/t.co\/W9kKGG9q2y\">pic.twitter.com\/W9kKGG9q2y<\/a><\/p>\n<p>\u2014 Sorcha Baker (@SorchaOliviaB) <a href=\"https:\/\/twitter.com\/SorchaOliviaB\/status\/928921466166562816?ref_src=twsrc%5Etfw\">November 10, 2017<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>&nbsp;<\/p>\n<p>What\u2019s clear is that since 2011, Christmas just wouldn\u2019t be Christmas without the John Lewis advert. And for some people, the fact the advert has arrived is good enough to start celebrating the festive season:<\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">We ? <a href=\"https:\/\/twitter.com\/hashtag\/MozTheMonster?src=hash&amp;ref_src=twsrc%5Etfw\">#MozTheMonster<\/a> Means it must be Winter if the John Lewis Christmas ad it out! We&#8217;re celebrating by holding East London&#8217;s ONLY ethical &amp; fundraising community <a href=\"https:\/\/twitter.com\/hashtag\/Winter?src=hash&amp;ref_src=twsrc%5Etfw\">#Winter<\/a> Market \u2744\ufe0f\u2603\ufe0f <a href=\"https:\/\/t.co\/K0qYnKttAz\">https:\/\/t.co\/K0qYnKttAz<\/a> <a href=\"https:\/\/t.co\/EpBWEUCSZR\">pic.twitter.com\/EpBWEUCSZR<\/a><\/p>\n<p>\u2014 St. Margaret&#8217;s House (@StMargaretsLDN) <a href=\"https:\/\/twitter.com\/StMargaretsLDN\/status\/928921370909724673?ref_src=twsrc%5Etfw\">November 10, 2017<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">It&#8217;s here! Seeing the <a href=\"https:\/\/twitter.com\/johnlewisretail?ref_src=twsrc%5Etfw\">@johnlewisretail<\/a> advert means Christmas isn&#8217;t far away now! We love <a href=\"https:\/\/twitter.com\/hashtag\/MozTheMonster?src=hash&amp;ref_src=twsrc%5Etfw\">#MozTheMonster<\/a> <a href=\"https:\/\/t.co\/EAaFWRUVgZ\">https:\/\/t.co\/EAaFWRUVgZ<\/a><\/p>\n<p>\u2014 Pump Rooms\/Jephson&#8217;s (@EventsRLS) <a href=\"https:\/\/twitter.com\/EventsRLS\/status\/928915041784598528?ref_src=twsrc%5Etfw\">November 10, 2017<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>&nbsp;<\/p>\n<p><strong>What do you think of this year&#8217;s advert? Confused? Or crying your eyes out? \u00a0<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The John Lewis Christmas Advert 2017 has been released and will premiere on TV tonight during Gogglebox. Watch the advert here<\/p>\n","protected":false},"author":423,"featured_media":109844,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[3484,7272,3695],"tags":[],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/109843"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/423"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=109843"}],"version-history":[{"count":3,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/109843\/revisions"}],"predecessor-version":[{"id":109847,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/109843\/revisions\/109847"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media\/109844"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=109843"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=109843"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=109843"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}