Published: Thu, November 15, 2018
Life&Culture | By Sue Mclaughlin

The John Lewis Christmas advert 2018 has finally arrived - see it here!

The John Lewis Christmas advert 2018 has finally arrived - see it here!

The switch might be a reference to the supposed role for Elton John in the retailer's forthcoming Christmas ad.

Elton John soundtracks this year's festive commercial... watch it here.

From the present moment in time, a journey backwards through Elton's defining career moments takes us all the way back to him receiving his grandmother's piano as a 4-year-old boy.

While some praised it and said it made them cry (presumedly in a good way) many have criticised the ad for being too much about Elton John and not enough about Christmas. A portion of Elton John's undisclosed fee has been donated to the Elton John Charitable Trust.

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

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"I think, you know, emotionally he is thinking about the journey he's been on as an artist, and that moment, you know, when music came into his life at a very young age when he was encouraged by his mother and his grandmother with his piano".

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".

This year's advert features British superstar, singer and songwriter Sir Elton John, and shows him in present day playing his piano and tracks back through his life to the moment he first received his piano as a gift.

"Your Song" was first released almost 50 years ago and proves to be a timeless classic in the heartwarming Christmas advert that aims to spread the message that 'Sometimes a gift isn't just a gift".

John Lewis's Christmas advert has become a staple of the festive season, with many pronouncing the start of celebrations when they see it. When you've stopped crying (about how expensive pianos are), obvs.

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