Published: Thu, November 15, 2018
Entertaiment | By Lawrence Myers

IT'S HERE: The John Lewis Christmas Ad 2018

IT'S HERE: The John Lewis Christmas Ad 2018

Elton John soundtracks this year's festive commercial... watch it here. Out go the cute characters and in comes a pop icon.

Which is why John Lewis' annual yuletide offering is also the most heavily-guarded secret in the biz, with the store taking extraordinary measures to make sure even the slightest details aren't leaked to the press; although, this year some Scrooge spilled all about Sir Elton John's appearance way back in September.

It tells the story of Sir Elton's career tracing it back through the decades through stadium tours and private jets before going back to him playing the piano in a pub and performing in a school recital.

John Lewis addressed speculation about the cost of this year's ad, describing reports that it had paid Sir Elton £5 million as "wildly inaccurate".

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The move comes ahead of John Lewis' much-anticipated Christmas campaign, which is reported to contain a starring role for the musician.

'They didn't know who they were playing at that point, ' a spokesperson from John Lewis told us.

The little boy is later revealed to be Elton John.

"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".

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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.

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

"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".

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