After months of speculation, the John Lewis Christmas advert is finally here and this year, it’s all about Elton John.
The ad, titled The Boy & The Piano is set to Elton’s classic hit Your Song and charts his life in music.
The story begins at present day and works backwards chronologically through his life until the moment he received the special gift of his grandmother’s piano when he was a child.
Elton John said: “The John Lewis Christmas campaign has so many warm memories for me and my family. 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. The ad is absolutely fantastic and I’ve truly loved every minute of being a part of it.”
Craig Inglis, Partner and Customer Director, John Lewis & Partners said: “Think back to all of the Christmases that you have enjoyed over the years – I’m sure there is one very special gift that stands out above all others. That’s the magical feeling we wanted to bring to life this year. 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.”
A portion of the fee Elton was paid for taking part has been donated to the Elton John Charitable Trust which supports around 90 charities.
The advert will launch on social media today and will be shown on TV for the first time this evening at 9.15pm on ITV.
John Lewis' Elton John T-shirts
John Lewis has dubbed this ad the most experiential it’s ever produced. Customers at the flagship Oxford Street store can step into the set of the ad and experience it for themselves. On the third floor of the central London store, customers will find a 2,000 square foot space where can explore the dressing room, recording studio and living room sets from the ad.
On top of this 15 stores will have a Yamaha piano for customers to play and at Oxford Street a musical light show will play every 30 mins from 4pm, with Elton’s Step Into Christmas being played out to passers by.
