'Too much Elton John': John Lewis ad receives mixed response

Credit YouTube  evan youtuberuk/15maio2011

Sir Elton said: "The John Lewis Christmas campaign has so many warm memories for me and my family". We then see a series of flashbacks from throughout his career, showcasing various performances of the track and its initial studio recording.

Instead, the ad reverses the order of events and comes to focus on the moment young Elton first sat down to play his grandmother's piano.

"That's the magical feeling we wanted to bring to life this year", explains Craig Inglis, customer director at John Lewis.

This year's ad is no different as it tells the story of Sir Elton John's being given his very first piano, as a Christmas present, of course.

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

What is the John Lewis 2018 Christmas advert about?

It will air for the first time on ITV at 9.15pm.

"This is a story that when you strip it all back, it's a story about a little boy who got a piano and how that thoughtful gift had an impact on his life".

But the message we ultimately take away from this ad is that the joy of playing a musical instrument isn't just a Christmas gimmick - it will stay with you for life.

And others pointed out that Elton John also has a biopic Rocketman coming out in May 2019, and that this advert is surely the ultimate promotional opportunity.

Elton John is clearly an expert in standing ovations and screaming crowds - but his popstar status isn't actually the main focus here.

Having reportedly donated his £5 million fee to his charity, the Elton John Charitable Trust, Elton's husband David Furnish admitted that making the ad was an emotional experience for the star.

The John Lewis adverts have become as much a signal that Christmas is coming as the Coca Cola truck adverts.

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