Moz the Monster is John Lewis’ ‘least successful Christmas ad’ in five years

JOHN Lewis’s monster TV ad is its least successful Christmas campaign in five years, industry figures say.

The public find the ad, featuring Moz the Monster, less memorable than previous festive favourites.

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It is also the least talked about of the chain’s Christmas ads since at least 2012. The John Lewis campaigns began in 2007 but have really taken off since The Bear and the Hare commercial of 2013.

Data experts YouGov annually supply Brand Awareness and Word of Mouth popularity ratings based on public opinion of the ads after ten days.

This year Moz’s Brand Awareness rating was 25 points.

This compares to 32.7 after ten days for last year’s Buster the Boxer ad — which remains the most popular.

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The Bear and the Hare got 30.1, Monty the Penguin (2014) scored 29.9 and Man on the Moon (2015) 27.8.

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Moz scored just 6.8 points in Word of Mouth ratings — compared to 14.6 by Buster, 11 by Monty, 10 by Bear and 9.9 for Man on the Moon.

The findings suggest the novelty of hyped-up multi-million pound Christmas ads may be wearing off. But they don’t mean the latest ad is a failure.

YouGov’s Amelia Brophy told journal Campaign: “It’s great the brand has such a highly anticipated and viewed campaign.”