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John Lewis launches ‘the boy and the piano’ Christmas ad

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John Lewis has unveiled its hotly anticipated Christmas ad, featuring singer Elton John and telling the story of how one gift can change a life.

The ad follows the story of Elton John’s life and career, from the gift of a piano as a child through to the present day, set to the soundtrack of the singer’s “Your Song”.

The ad launched online this morning, but before being posted on official accounts at 8am, John Lewis’ partners were able to share the ad on their personal social media accounts – a first for the retailer, reiterating its partnership focus.

John Lewis claims it is the “most experiential Christmas campaign to date” and activations are taking place across stores to accompany the advert. In the Oxford Street flagship, a 2,000 sq ft space will let shoppers explore the ad, with sets of dressing rooms, recording studios and living rooms to explore. A further 14 stores will also have a piano in store for customers to play.

John Lewis and Partners also refuted speculation that costs for the ad were significantly higher than in previous years, and noted that part of Elton John’s fee was donated to charity.

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Readers' comments (3)

  • Good ad for Elton John’s 2019 tour.

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  • Simply brilliant.
    While everyone else looks the same and similar to old JL ads they move to another level and surprise everyone.
    Genius.

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  • Maybe the ad should have had Elton reminiscing about when he used to shop in stores and the boy just turns round and laughs in his face, as the thought of actually going somewhere to actually buy something makes no sense to him at all.

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