Published: Thu, November 15, 2018
Entertaiment | By Paul Elliott

John Lewis Christmas advert 2018 featuring Elton John

John Lewis Christmas advert 2018 featuring Elton John

This year's advert features British superstar, singer and songwriter Sir Elton John, and shows him in present day playing his piano and tracks back through his life to the moment he first received his piano as a gift.

The ad entitled The Boy and the Piano features one of his biggest hits "Your Song".

"I think, you know, emotionally he is thinking about the journey he's been on as an artist, and that moment, you know, when music came into his life at a very young age when he was encouraged by his mother and his grandmother with his piano".

John Lewis declined to comment again today.

In a shift in media strategy, John Lewis employees will begin sharing the 140-second ad, created by adam&eveDDB in collaboration with Rocket Entertainment, at 6am before it goes live on John Lewis's own digital channels and in shops at 8am.

It will air for the first time on ITV at 9.15pm. We are so ready to step into Christmas...

"In our view, the way that TV works most powerfully is by telling a story. It could nearly be anyone".

The move comes ahead of John Lewis' much-anticipated Christmas campaign, which is reported to contain a starring role for the musician.

However, Elton is said to have asked for a portion of his undisclosed fee to be donated to the Elton John Charitable Trust.

The shop, along with 14 further shops across the United Kingdom, will also have a Yamaha piano for customers to play.

John Lewis has become synonymous with Christmas adverts, guaranteed to have us balling into a tin of Roses before breakfast or when we catch the ad between soaps. However, the retailer says that figure is "wildly inaccurate" and that spend on the ad is broadly similar to previous years.

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