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.
Viewers took to Twitter to cast their verdicts. "So ready to cry," said one. "Lost their magic touch.
The ad has appeared on the store's Youtube channel and will preview on television on Friday night.
Reviews so far have included "heart-warming" to "disappointing", with some questioning how "Christmassy" the story was.
"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.
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.
"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".
The campaign follows the release of Marks and Spencer's advert which features 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.
The Sainsbury's advert is set to premiere on Sunday on ITV.
Advertising agencies are expected to make a record £6bn this Christmas period, according to the Advertising Association.
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