Culture&Arts

John Lewis Christmas advert

John Lewis Christmas advert

This will presumedly include him receiving his piano for Christmas, as shown in the John Lewis ad.

"To date it has proven to be one of the most effective marketing campaigns in the industry, delivering an excellent return on investment".

Having reportedly donated his £5 million fee to his charity, the Elton John Charitable Trust, Elton's husband David Furnish admitted that making the ad was an emotional experience for the star. This will probably be classified as a very John Lewis ad but actually it's a very understated story which is fundamentally about a little boy who gets a piano and how it changes the course of his life.

"We've been doing John Lewis Christmas ads for some time now and what's on my mind is how we move it on creatively but hold on to the heart of what makes them special", said Craig Inglis, the customer director at John Lewis & Partners.

"The ad is absolutely fantastic and I've truly loved every minute of being a part of it".

The closing line on screen as Sir Elton plays reads: "Some gifts are more than just a gift".




Sir Elton John appears in this year's advert - "The Boy and the Piano" - in which he looks back at his life and career while performing "Your Song".

After much anticipation, the 2018 John Lewis Christmas advert is here and it's going to give you ALL THE FEELS.

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

With the exception of the present-day opening scene featuring Sir Elton himself, actors take on the role of him at various stages of his life, while the images of the stadium based on a concert in Portland in the U.S. were entirely recreated with computer-generated imagery.

It's also the first time since the 1950s that pianos have been out on the shop floor at John Lewis, which is another moving touch - Christmas is all about nostalgia, after all.