Good Morning Britain premiered the John Lewis Christmas advert on Friday (November 10).
The short film, which runs for just over two minutes, left presenter Charlotte Hawkins in tears after she watched Moz the Monster in action for the first time live on the ITV show.
Carefully trying to not smudge her make-up as she wiped away her tears, she said: "They always get me, Christmas adverts. Just move on, it's fine!"
Joking that she was feeling emotional after attending last night's star-studded ITV gala, she added: "We had a big night last night. I had a heavy night and then all of a sudden you give me a Christmas advert. Oh no!"
Hoping to make Charlotte feel a little better after her tears, Moz the Monster himself then got in touch with the show via the official John Lewis twitter page and wrote the presenter a sweet message.
"Aw Charlotte, I hope they are happy tears!" he wrote, signing off with a love heart and "Moz the Monster".
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Awwww. Who'd have thought a monster could be so sweet?
Also on Good Morning Britain, Kate Garraway revealed that even Richard Arnold had become teary-eyed after watching the ad.
He confessed: "Yes – and it's known that I have a heart like a swinging brick! Even I feel something at Christmas. [The advert is] absolutely spectacular."
Commenting on the emotional reaction the ad received, Kate asked: "How do they do it every year?"
Ben Shephard then laughed: "Well, they have a budget of £7 million!"
Put together by Oscar-winning director Michel Gondry, the 2017 John Lewis Christmas advert tells the tale of a little boy called Joe who is kept awake by 7ft imaginary monster Moz, who happens to live under his bed.
Set to a cover version of The Beatles song 'Golden Slumbers', performed by British band Elbow, the child and the monster form a friendship, staying awake all night playing, which has a knock-on effect on Joe's energy levels. He then begins struggling to stay awake during the day at school.
But on Christmas morning, Joe finds a clumsily-wrapped present under the tree from Moz – a night light to help him sleep, which is now available at John Lewis.
The shop's festive ads have become somewhat of a Christmas tradition over the years, so much so that we ranked our favourites last year.
Good Morning Britain is on ITV, weekdays at 6am.
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