John Lewis Christmas advert 2017: Cardiff store appears to drop hint about highly-anticipated ad

It seems to confirm the cuddly monster will be the hero of this year's festive trailer

John Lewis has seemed to tease its 2017 Christmas advertisement at one of its UK stores.

Shoppers are noticing that two letters in the retail giant's name have been transformed into two eyes at a store in Cardiff city centre.

This seems to confirm that the mysterious Twitter account created earlier this week, named UnderTheBed2017, was a teaser for the forthcoming advert.

The brief clip showed the eyes of a cuddly monster - a creature many are reporting to be in the style of the Gruffalo.

While initially unconfirmed to be associated with John Lewis, keen-eyed customers noticed the font typically used by the retailer.

It's unknown when this year's John Lewis Christmas advertisement will air, however, the past few year's festive trailers dropped in this respective week of November, so keep your eyes peeled.

The retail giant's advertising campaign has been whipping up a frenzy since 2007 and for many Brits officially signals the start of the countdown to Christmas.

We've compiled all the information we know about this year's advertisement - including the rumours of who may sing the accompanying cover song - here.