UK Retailer John Lewis Launches 2018 Christmas Ad Starring Elton John


Elton John Lewis

UK retailer John Lewis & Partners has released its new Christmas ad—and this year it features none other than Sir Elton John.

The ad, called “The Boy and the Piano,” kicks off in the modern day, with John quietly tickling the ivories in his home. Then, with “Your Song” playing, it takes us back through the years to when he received his very first piano as a Christmas gift from his mother and grandmother.

In between, we revisit with John performing to packed stadiums, in smaller clubs and pubs, and nervously perched on a piano bench front of his first audience during a school performance.

Then once again, we are back with John in his home, and the ad closes with the words: “Some gifts are more than just a gift.”

While this is a departure from John Lewis’ previous Christmas ads featuring lovable animals, this ad, which uses the hashtag #EltonJohnLewis, still looks to make the same emotional connection. Some found that connection easy to make.

Others felt it lacked a true Christmas connection.

In 2017, the retailer introduced “Moz the Monster,” the lovable creature who lived under a little boy’s bed.

In 2016, we met “Buster the Boxer,” who famously mastered the art of bouncing on a trampoline.

And in 2015, a young girl was determined to send a gift to the lonely “Man on the Moon.”

2014 brought us “Monty the Penguin.”

And in 2013, we met “The Bear & The Hare.”

2013’s ad was all about “The Journey.”

And in 2011, we had “The Long Wait.”