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It has the same style that has been seen in previous John Lewis adverts so it was nearly plausible.

The pair strike up a friendship based on a mutual love of late-night Scalextric and piggyback games.

Luckily, Moz The Monster was revealed and this one was outed for being a fake.

The advert will first be shown on TV this evening at around 9.30pm on Channel 4 and at approximately the same time it will also be broadcast on all Sky's own channels.

But little Joe begins to struggle to stay awake and Moz decides to leave him be for a while.

The report suggests that a third (33%) of Brits are just as excited about a premiere of a Christmas advert as they are for any film release.

Craig Inglis, customer director at John Lewis, said: "This year's Christmas campaign brings to life the power of children's imaginations and the joy of great friendships". The Beatles' 1969 song "Golden Slumbers" sets the scene, covered by the Manchester band Elbow. "Moz and Joe's story is magical and heartwarming".

The ad, produced by students from the School Of Communication Arts in London, also made a few more budget swaps in its bid to promote Monster Discounts rather than Moz The Monster.

Meanwhile John Lewis in intu Victoria Centre in Nottingham said this morning, Friday, that only limited quantities were available in store.

This Christmas John Lewis has chosen Barnardo's as its charity partner and will make a donation to the charity from the sales of Moz cuddly toys and mugs. "As we forecast a record spend from advertisers, many people now see the official start of Christmas as when we hear or see a particular advertisement".


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