This is the big one, and we’re not just talking about the star, a furry titan that needs two humans to operate. John Lewis are credited as inventing the modern UK Christmas ad, and their effort each year gets a level of publicity and attention which competitors still envy. Prior ads like Monty The Penguin have become classics, and last year’s Buster the Boxer continued the streak with a 4-Star ad. Does Moz the Monster shape up? The good news for John Lewis is that he does – yet again the retailer has landed a 4-Star winner, with positive reaction centred on how “heartwarming” and “lovely” the ad is. Just the response you want at Christmas time! Some viewers were left neutral, though, as they didn’t quite understand the story, and while Moz’s score is a strong one, it’s only one of several 4-Star epics this year. Still, congratulations are certainly due to John Lewis for the consistent high quality of their long-term emotional approach.