A giant snoring monster called Moz has split critics online, after it was revealed as the star of this year's John Lewis Christmas advert.
The eagerly anticipated ad from the high street store tells the story of a little boy and his friendship with an imaginary monster living under his bed.
It features a cover of The Beatles song Golden Slumbers by Elbow.
The ad has appeared on the store's Youtube channel and will preview on television on Friday night.
The campaign follows the release of other big-budget festive ads from Marks and Spencer, Argos and Debenhams.
Joe wakes up on Christmas morning to find a gift from his monster friend
The John Lewis advert is directed by Oscar-winning Michel Gondry, whose past work includes the film Eternal Sunshine of the Spotless Mind, and music videos for the likes of The White Stripes, The Chemical Brothers and Björk.
"When I told my ex-girlfriend I was doing the next John Lewis Christmas film she said, 'You have big shoes to fill, this John Lewis commercial must make people cry, don't forget'. Last week I showed it to her and she cried. Phew," he said.
But there were no tears from one viewer, Claire Hyman, who wrote on Facebook: "I actually wonder if this will give any children nightmares?"
Other viewers drew comparisons with the Disney Pixar 2001 film Monsters Inc, after spotting a small sock stuck to Moz's fur.
Previous John Lewis campaigns have included Buster the bouncing boxer, a man on the moon and Monty the penguin.
A nightlight featured in the ad was sold out online on Friday morning and #MozTheMonster was the top trending topic worldwide on Twitter.
A 10% donation will go to children's charity Barnardo's from the sale of Moz mugs and cuddly toys.
Meanwhile, an American computer science teacher called John Lewis, has once again found himself at the centre of a social media frenzy despite previously stating that he is "not a retail store".
"Trust me, no one wants to know what's under my bed", he posted.
Last year, John Lewis the store sent Mr Lewis a personalised gift as a thank you for fielding misdirected tweets.
Moz the monster already has its own Twitter account, tweeting that Joe has "the comfiest under-bed I've ever slept under".
Marks and Spencer's advert sees Paddington Bear inadvertently saving Christmas for his neighbours
Marks and Spencer's advert also features a friendly, furry creature.
'Paddington and the Christmas Visitor' sees Paddington Bear stumbling across a burglar he mistakes for Father Christmas.
However the store has already been forced to respond to speculation that the burglar swears at Paddington.
He is in fact saying "thank you little bear", a spokesperson assured.
Meanwhile, Asda's ad follows a girl and her grandfather visiting a festive food factory.
And Kevin the carrot returns for a second year for Aldi's offering, this time with a love interest.
The Sainsbury's advert is set to premiere on Sunday on ITV.
Brands are expected to spend a record £6bn on Christmas advertising this year, according to the Advertising Association.