John Lewis Christmas advert

Lewis Collier
November 15, 2018

John Lewis and Waitrose employees will begiven the first opportunity to share the two minute and 20 second ad at 6am on Thursday before its launch on the store's social media channels, its website and in shops at 8am.

The storefront of John Lewis" Oxford Street flagship has been changed to "John'.

Featuring the singer's "Your Song", 2018's John Lewis Chrsitmas ad takes viewers through his glittering career, centring on Sir Reginald's greatest gift of all: his piano.

Scenes have been recreated to show some of Elton's "most pivotal" moments over the past 70 years, including performing at his school recital in the 1950s and his West Coast stadium tour in the 1970s, as well as backstage moments and song recordings.

Beginning with Sir Elton himself, viewers first see him sat at his original first piano reflecting on his life, before embarking on a wondering journey that will no doubt have you covered in goosebumps.

He said: "I think Elton has enjoyed the process of making this tremendously".

John Lewis had declined to confirm or deny the Mail on Sunday report earlier this year that stated the ad would feature John playing piano.

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"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".

"The ad tells the story of why Elton's piano was more than just a gift and we hope to remind customers of that special moment when they've given a gift at Christmas time that they know will be treasured forever". We are so ready to step into Christmas... "It could nearly be anyone". The store is home to an experiential space where customers can explore the dressing room, recording studio and living room sets from the ad, plus try on some of his famous costumes or even have a go on the piano.

As Michael (who works at a media agency, so likely has some inside info here) mentions, the rumour is that Elton John will be heading up the annual John Lewis Christmas Cry-along, which would explain the move.

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

The 2018 John Lewis Christmas advert stars a four-year-old boy as a young Elton John. The switch might be a reference to the supposed role for Elton John in the retailer's forthcoming Christmas ad.

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.

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