John Lewis Christmas advert 2018 featuring Elton John

Sir Elton John takes centre stage in this year’s John Lewis Christmas advert

Here is the hotly-anticipated John Lewis Christmas advert, starring Elton John.

The advert features Elton's classic "Your Song" which was also used in their 2010 campaign which featured #CapitalJBB confirmed artist Ellie Goulding's cover.

It shows Elton John through the years, going right back to his childhood. For now you can view it via one of John Lewis' partners.

In a shift in media strategy, John Lewis employees will begin sharing the 140-second ad, created by adam&eveDDB in collaboration with Rocket Entertainment, at 6am before it goes live on John Lewis's own digital channels and in shops at 8am. A letdown, a triumph or just another way to make us buy stuff we don't need this Christmas? 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's Christmas advert has become a staple of the festive season, with many pronouncing the start of celebrations when they see it.

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This year's ad is titled, "The Boy and the Piano" and is set to the soundtrack of Elton's first big hit, Your Song.

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.

However, following the release of the advert, the retailer has quashed the rumours and revealed exactly what Elton requested be done with his fee.

"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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