John Lewis ditches traditional Christmas ad for Elton John biopic

John Lewis ditches traditional Christmas ad for Elton John biopic

John Lewis ditches traditional Christmas ad for Elton John biopic

Elton John takes us on his musical career journey and reveals his most beloved Christmas gift to date - a piano from his mother and grandmother.

The clip features legendary musician Elton John and his iconic song Your Song.

This is the second time that John Lewis and Partners have used the song as back in 2010 Ellie Goulding recorded a version of the song for use on their Christmas advert, "A Tribute To Givers".

The advert is titled "The Boy & The Piano" and chronicles Elton's life from childhood where he actually gets his very first piano all the way to the present day.

The storefront of John Lewis" Oxford Street flagship has been changed to "John'.

The ad first airs on television on Thursday at 9.15pm during ITV's Dark Heart, although ITV viewers may have noticed that the theme tunes to some of the channel's shows including Coronation Street and This Morning were played exclusively in piano notes on Wednesday to tease the advert's premiere.

The switch might be a reference to the supposed role for Elton John in the retailer's forthcoming Christmas ad.

Speaking to Marketing Week, Inglis explains: "What we've found over the past 10 years is that this kind of advertising, which connects with people on an emotional level, is what really is most powerful at Christmas".

The shop, along with 14 further shops across the United Kingdom, will also have a Yamaha piano for customers to play.

Sir Elton John is the star of this year's John Lewis Christmas advert with his performance of Your Song the soundtrack to a festive-tinged retrospective of his life and career.

It added that Sir Elton had requested that a portion of his fee be donated to the Elton John Charitable Trust when he was first approached to be involved. John Lewis is understood to usually spend around £7m on its Christmas campaign, including creative and media.

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