But the 42-year-old, who was seen blubbing as the camera panned back to her after the advert aired, blamed her emotional reaction on being hungover. The two become good friends and play togather every evening, but Joe's relationship with his imaginary friend starts to take its toll as he can hardly stay awake during the day.
The pressie is a night light - which is enough to make Moz disappear when Joe uses it on Christmas night.
Another viewer tweeted: "I'm confused about the John Lewis Advert".
At first he is scared of the creature peering at him through the darkness, but as time passes, the pair make friends and spend their nights playing - making the child sleepy in his daytime activities.
But viewers see that Joe's lack of sleep leaves him exhausted, as he falls asleep writing his Christmas pressie wish list and also dozing off while goalie in a football game.More news: Philippines' Duterte set for drug war backing at summit
One star who was critical of the storyline was YouTube sensation Zoella, who insisted it "lacked emotion".
A small family kitchen company has produced a touching Christmas film ad to rival the new £7 million John Lewis production. I don't know about them but I don't get it at all. "Look out for their ad on TV tonight to see #MozTheMonster All proceeds from Moz merch will help us continue our vital work with young carers". What do you think?
"Over the last few years, when the John Lewis advert is released we grab a cuppa and watch it together in the studio".
Charlotte said: "Christmas adverts always get me". Sorry, just move on it's fine.
Unfortunately you're going to have to submit yourself to Guy Garvey's droopy tones as the song on this year's ad is an Elbow cover of The Beatles" "Golden Slumbers'.