IT'S HERE: The John Lewis Christmas Ad 2018

Carla Harmon
November 15, 2018

It's here. John Lewis have launched their 2018 Christmas advertising campaign, The Boy And The Piano.

The retailer's 2018 Christmas advert is set to Elton John's iconic tune, Your Song, and takes you through Elton's life, from the present day right back to when he was a little boy and received the gift of his grandmother's piano that changed his life forever.

The almost two-and-a-half minute ad tells the story of Elton's first piano and how it was "more than just a gift" and helped him become the musical icon he is today.

This year's ad is called The Boy And The Piano, and features singer-songwriting legend Elton John, performing his classic Your Song throughout his career.

Sir Elton John spoke about his feelings about the advert said, "The John Lewis Christmas campaign has so many warm memories for me and my family".

The cost of this year's ad campaign is thought to be about £7 million, with Elton receiving a six-figure fee. That some presents are more than just a gift.

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

The ad first airs on television on Thursday at 9.15pm during ITV's Dark Heart, although ITV viewers may have noticed that the theme tunes to some of the channel's shows including Coronation Street and This Morning were played exclusively in piano notes on Wednesday to tease the advert's premiere.

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 isn't the first time Sir Elton's music has featured in the British department store's yuletide offerings either, as Ellie Goulding covered Your Song for their 2010 advert, A Tribute to Givers, which saw a little boy take a stocking outside for his pet dog. Especially for fans of the legendary Elton John.

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