The holiday season unofficially began across the pond on Friday morning with the launch of the John Lewis department store’sChristmastelevision ad.
The unveiling of the British company’s promo has in recent times signaled the start of end-of-year festivities, and its effort for 2017 centers on a young boy’s unlikely friendship with a snoring, farting monster called Moz who lives under his bed.
Reaction to the ad has so far been mixed.
Many Twitter users have described it as “heartwarming,” but others have called it “disappointing” and suggested the company ― famed for producing emotive holiday commercials ― has lost its touch.
I'm a lover of#mozthemonsteranother heart warming advert from John Lewis. Well done.— Beckie P (@MrsBeckie) November 10, 2017
Think John Lewis have lost their magic touch when it comes to Christmas adverts...the problem is everyone else is coming out with better ads than#MozTheMonster— Vivienne Tsui (@viviennetsuii) November 10, 2017
Last year, John Lewis’ spot recounted the tale of Buster the Boxer’s delight at being bought a trampoline for Christmas:
This article originally appeared on HuffPost.