Watch the emotional John Lewis Christmas advert 2018 with Elton John

Brenda Watkins
November 15, 2018

We received confirmation earlier this year that Elton John would both star in and perform the song for the famous advert this Christmas, with insiders revealing it would tell the story of the star's life.

"Think back to all of the Christmases that you have enjoyed over the years - I'm sure there is one very special gift that stands out above all others".

It ends with a four-year-old Elton running down the stairs on Christmas morning and unwrapping his grandmother's gift of her piano - a scene "inspired by real events" but involving "some creativity", the department store said.

John Lewis and Waitrose employees were given the first opportunity to share the two minute and 20 second ad at 6am on Thursday before its launch on the store's social media channels, its website and in shops at 8am.

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

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The ad will first air on TV this evening at 9.15pm on ITV during Dark Heart. A letdown, a triumph or just another way to make us buy stuff we don't need this Christmas?

Shoppers heading to John Lewis's flagship store in Oxford St will be able to step into a 2,000 sqft recreation of the ad production, to try on costumes and have photos taken at the piano. 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. John Lewis is understood to usually spend around £7m on its Christmas campaign, including creative and media.

The cost of this year's ad campaign is thought to be about £7 million, with Elton receiving a six-figure fee.

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.

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