In a Christmas tradition that's rapidly grown to rival the appearance of the Coca-Cola truck, the John Lewis Christmas ad for 2018 has now dropped. Out go the cute characters and in comes a pop icon.
The first three quarters of the ad are pretty baffling, as you wonder why Elton John's life story has anything whatsoever to do with Christmas, and whether the whole thing is just a cynical ploy to get everyone hyped for his upcoming film, Rocketman.
The advert sees Elton perform the song at his first piano in his London home, before becoming a pop superstar, tracing his career back to that moment at Christmas in the early 1950s.
It's here. John Lewis have launched their 2018 Christmas advertising campaign, The Boy And The Piano.
It added that Sir Elton had requested that a portion of his fee be donated to the Elton John Charitable Trust when he was first approached to be involved. "That's the magical feeling we wanted to bring to life this year", explains Craig Inglis, customer director at John Lewis.
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Many users said the ad is too Elton John marketing heavy, especially considering he is about to embark on his "final" world tour 'Yellow Brick Road'.
"The ad is absolutely fantastic and I've truly loved every minute of being a part of it". "Your Song" was first released almost 50 years ago and proves to be a timeless classic in the heartwarming Christmas advert that aims to spread the message that 'Sometimes a gift isn't just a gift".
This is the second time that John Lewis and Partners have used the song as back in 2010 Ellie Goulding recorded a version of the song for use on their Christmas advert, "A Tribute To Givers".
He said: "I think Elton has enjoyed the process of making this tremendously".
"The John Lewis Christmas campaign is an iconic part of Christmas now and has had so many warm memories and associations for us, with all of our Christmases, so to be asked to be part of that was a huge honour".