Spoiler alert: it went down about as well as the Trafalgar Square Christmas tree did.
Unless you live under a very large rock, you’ll know the John Lewis Christmas advert dropped today. Unlike previous years, there hasn’t immediately been a tidal wave of tears and Christmas cheer, as the UK appeared distinctly underwhelmed. As you’d expect, the good people of Twitter had something to say about it. Actually, they had quite a lot to say…
Maybe John Lewis should have lowered expectations, like this guy did:
People call me the John Lewis Christmas advert, because I come way too early and make girls cry. #johnlewischristmasadvert
— A.F. (@ElectroMod) November 10, 2017
Because the initial reaction was a little muted.
— James (@james1508) November 10, 2017
Feel blue balled by the John Lewis Christmas ad, such high expectations #johnlewischristmasadvert
— V🍌ck🍌 (@Vicki_Potter) November 10, 2017
People started to wonder, was it really worth the money? (No)
£7,000,000 and I feel nothing. #johnlewischristmasadvert
— Rach (@rachredmond) November 10, 2017
Or whether the ending was a touch dark?
— Adam Kearley (@Adam_Kearley) November 10, 2017
John Lewis Staff Meeting:
“Ok, last year even Lidl made a better Christmas Ad, so we need to up our game. Ideas?
“Make people cry. Tears=money.”
“How about a kid kills his best friend?”
— Rev Joe Haward (@revjoehaward) November 10, 2017
Not even the Moz the Monster cuddly toy escaped criticism.
— Samantha Quek (@SamanthaQuek) November 10, 2017
That’s before the unintended side effects:
— Anthony Davis (@theanthonydavis) November 10, 2017
When you have already been trying to convince your 4 year old there are no such thing as monsters and you see #johnlewischristmasadvert 😂🙈
— Dannielle Dacey (@dannielle_dacey) November 10, 2017
Could have been worse though. MUCH WORSE:
— Colleen Hawkins (@Lady_Colleen) November 10, 2017
Quickly bored, Twitter started casting around for Moz the Monster lookalikes.
— Shelley Martin (@Shelley_Martin1) November 10, 2017
Or pointing out the similarities with a certain Pixar film.
7million to produce the John Lewis Christmas advert and it’s legit a remake of Monsters Ink #johnlewischristmasadvert
— Talyia Rundle (@talyiarundle) November 10, 2017
— Jack Wood 🐝 (@jackandwood) November 10, 2017
— Stephen Taylor (@SteKenobi) November 10, 2017
Or turning it into a brand new film that we’d totally watch.
John Lewis's advert is basically a crossover between the film It Follows and the Gruffalo. Actually, that would have been more entertaining… #johnlewischristmasadvert
— Daniel Harris (@Daniel_Harris91) November 10, 2017
Some were just content to crack jokes – let’s all express our sympathy for Keef’s wife.
— Keef (@Kelar71) November 10, 2017
Wait, is this his wife?
— jenny (@jensddk) November 10, 2017
It’s 2017. If a politics joke can be made, it will be:
— Jonny Dyer (@KaiserJonny) November 10, 2017
— Kate Cudahy (@katecudahy) November 10, 2017
Some people were grown-ups about the whole thing.
Fussing over the #johnlewischristmasadvert is such a middle class piece of pointless buffoonery.
— Dr Rebecca Marchant (@Becca_March) November 10, 2017
Some were not.
— Felicity Morse (@FelicityMorse) November 10, 2017
— Darren (@DarrenDilliway) November 10, 2017
As bad as you thought it was, there’s always one guy who has it worse. This guy. Every year.
It’s that time of year again when @johnlewisretail do their Christmas ad and this poor guy in the US gets inundated by Brits on twitter…. #JohnLewis #johnlewischristmasadvert pic.twitter.com/kVW4SloW2V
— It's all over (@aruncooke) November 10, 2017
And he was prepared this time.
Trust me, no one wants to know what's under my bed. #UnderTheBed
— John Lewis (@johnlewis) November 7, 2017
In an act of Christmas mercy, John Lewis decides to change their name to the Buy Stuff Here store. #guessthejohnlewisad
— John Lewis (@johnlewis) November 9, 2017
But then again, people are certainly not holding back this year…
— Mark Scrine (@AlbiScrinestein) November 10, 2017
Wow. Good luck John!