Published: Fri, November 16, 2018
Entertaiment | By Simon Arnold

The John Lewis Christmas ad 2018

The John Lewis Christmas ad 2018

The advert, called Boy and the Piano, features Sir Elton singing Your Song, which was reprised by Ellie Goulding for the firm's festive offering eight years ago.

"It's been a lovely opportunity for me to reflect on my life in music and the incredible journey I have been on, and how first playing my grandmother's piano marks the moment when music came into my life".

Viewers will be given an insight into Elton's childhood as the advert goes back in time and references the important and iconic stages in the performer's life.

The end of the advert sees Sir Elton as a four-year-old receiving a piano for Christmas from his grandmother, but many claimed this was flawed as John Lewis "don't even sell pianos".

Love it or loathe it, the launch of the John Lewis Christmas ad has undoubtedly become an event, and the company has pulled out the biggest of musical guns for its 2018 Xmas campaign.

The ad will first air on TV this evening at 9.15pm on ITV during Dark Heart.

John Lewis" flagship store on London's Oxford Street also changed its name to just "John', and shoppers were convinced they had sussed the ad out ahead of its release.

"This is a story that when you strip it all back, it's a story about a little boy who got a piano and how that thoughtful gift had an impact on his life".

Speaking to Marketing Week, Inglis explains: "What we've found over the past 10 years is that this kind of advertising, which connects with people on an emotional level, is what really is most powerful at Christmas".

John Lewis has unveiled its festive advert for 2018, and they've gone for a different style than in previous years. A portion of Elton John's undisclosed fee has been donated to the Elton John Charitable Trust.

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