The John Lewis Christmas advert, perhaps the most eagerly awaited campaign of the UK holiday season, is here.
The 2018 advert tells the story of how Elton John became a gay superstar.
It features the British icon sat at his piano, at Christmas, beginning to play his classic hit Your Song.
And as the memories unfold, he remembers his life story. He keeps going further back in time until he remembers, as a boy, his mum and grandmother buying him a piano for Christmas.
John Lewis Christmas advert is here
The film it titled The Boy and the Piano.
Different actors play the singer throughout the advert. Freddie Henderson depicts young Elton, Brandon Stein covers the teen years, Oliver Marshall in the 70s, Simon Burbage during the 80s and 90s.
John, himself, appears for the present day scenes.
Each scene’s costumes were designed by Joanna Johnston, intended to be identical replicas of the original sparkly outfits.
The entire song is pieced together using different recordings John has sung throughout his career.
Is it just to promote Elton John’s latest career move?
This is the first time the retail company has used a repeat song.
It is also the first time they have used a real person’s life, rather than create a fictional emotional tale.
The advert comes months before the Elton John biopic, Rocket Man, comes to cinemas. The film also comes ahead of his 2019 farewell tour.
John Lewis and Partners has also insisted the timing of this was not planned in relation to their campaign.
Speaking about the advert, John said: ‘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.’
Shoppers can try on Elton John costumes
This year, John Lewis shoppers will be able to step into the actual sets used in the filming of the advert at the flagship Oxford Street store in London.
Shoppers will be able to try on the actual costumes.
There will also be a number of musical light shows projected from the shop’s windows every 30 minutes from 4pm on 15 November. The light shows will be soundtracked with Elton John’s classic Christmas track ‘Step Into Christmas’.
Some has criticized the advert as just being a promotional tool for the upcoming film and Elton John tour.
‘I’m sorry but John Lewis got totally played with this advert,’ one said.
‘They essentially signed up to promote Elton’s tour and the Rocketman movie in return for his appearance.’
Another said: ‘My main takeaway from the ad is that considering how obsessive he got over the piano, it’s really lucky they didn’t buy him a toy gun for Xmas.’
But another loved it.
‘At the start I was thinking what the hell? In the middle I thought, I don’t get it. By the end I held back tears. So beautiful. Well done.