The hotly-anticipated John Lewis Christmas ad has been released this morning, sharing a sweet and sentimental story with the help of a cuddly monster.

This year viewers see the story of Joe and his imaginary friend, Moz The Monster. You’ll laugh, cry and get all the Christmassy feelings from this heart-warming ad.

The John Lewis Christmas campaigns aim to get bigger and better each year. This time the department store has spent a monster budget of £7million for a cute film directed by Oscar winner Michel Gondry with rock band Elbow covering a classic Beatles track Golden Slumbers as the soundtrack.

Craig Inglis, customer director of John Lewis, said: “This year’s Christmas campaign brings to life the power of children’s imaginations and the joy of great friendships. Moz and Joe’s story is magical and heartwarming and I’m sure it will be loved by all of our customers, young and old.”

Moz the Monster

Since it’s release the video is rising fast up the ranks on Youtube, where it is getting mixed reviews from commenters.

Some say it is was a ‘disappointed’ and ‘not as good as previous years’ while others say they love it and see it as the beginning of the Christmas season.

If you’re a fan of the loveable Moz The Monster, you can get your own now at John Lewis online. 10% of the price of every Moz The Monster mug and soft toy will be donated to Barnardo’s children’s charity.

What do you think of the advert? Let us know in the comments below.