Viewers have taken to Twitter to voice their frustration at not being able to cry at the new John Lewis Christmas advert.
Unveiled this morning in what has become a staple and modern tradition of the Christmas period for some, the festive clip tells the story of ‘Moz The Monster’ befriending a young companion, and comes backed by the soundtrack of Elbow covering The Beatles‘ ‘Golden Slumbers’. The advert has been directed by Eternal Sunshine Of The Spotless Mind director and Bjork collaborator Michel Gondry.
Intended to tug at the heart strings, previous years’ efforts (including those soundtracked by Lily Allen covering Keane and Aurora covering Oasis) were renowned for stirring the sentiments of many viewers.
Once again, some admitting crying to the commercial:
Did I just sit in my car on my lunch break and cry at the John Lewis advert? Yes, yes I did #MozTheMonster
— Emily May ?✨ (@EmilyMaySmith) November 10, 2017
I just cry automatically at John Lewis ads now. But this really is very sweet. https://t.co/6K8NQgiA2U
— Robin Stevens (@redbreastedbird) November 10, 2017
— Emma Long (@emmalouiselong) November 10, 2017
John Lewis ads have never made me cry.
Until this year!
— Jojo ?? (@j0toro) November 10, 2017
However, this year has seen a spike in viewers complaining about being seemingly unmoved by the John Lewis Christmas advert.
I feel so heartless did not cry or feel any emotion towards the John Lewis advert while everyone else is in tears ??
— Becky Todd (@BecksyTodd) November 10, 2017
Disappointed that the John Lewis advert didn't make me nearly cry this year???
— Gemma sproule (@Gemmasproulex) November 10, 2017
Why is the new John Lewis Christmas advert making people cry? Am I missing something? Or did I watch the wrong version? #MozTheMonster
— Derren Litten (@DerrenLitten) November 10, 2017
Just watched the John Lewis ad in my hungover state and I didn't cry. Am now questioning myself. #MozTheMonster
— Rachel Hawkins (@ourrachblogs) November 10, 2017
i didn’t cry whilst watching the john lewis advert this year… am i completely heartless now or was it just ehhhhhʰʰʰʰʰ
— Becs ? (@electricalbloom) November 10, 2017
Others meanwhile, took to Twitter to voice their nonchalance and bemusement at the ad and people’s emotional reactions:
Really weird breed of people complaining the John Lewis ad hasn't made them feel Christmassy enough. Or made them cry, like it's some sort of right. pic.twitter.com/tzUdoQaIim
— Laura ?? (@achairandme) November 10, 2017
I can't stress enough how much the John Lewis Christmas ad needs to fuck the fuck off. Not to mention the creepy cult mentality that has emerged around it.
A LOAD OF RICH ARSEHOLES SAT IN A ROOM AND THOUGHT OF WAYS TO MAKE YOUR NAN CRY TO SELL MORE FUCKING NUTRIBULLETS.
— Richard Jackson (@its_jacksontime) November 10, 2017
Britain: a nation that thinks a cynical TV commercial aimed at separating us from the contents of our wallets is a wonderful Xmas tradition. The John Lewis ad… something to cry about, but not in a good way.
— Kevin O'Sullivan (@TVKev) November 10, 2017
Describing their involvement, Elbow’s Guy Garvey said: “This project was such a pleasure. Michel Gondry and the song did all the work for us. We are really proud to be involved.”