John Lewis' latest festive ad will air on TV for the first time at 9.15pm tonight (15.11.18) during an ad break for Dark Heart. Time for the John Lewis Christmas advert and, true to form, it's a real tearjerker.
Which is why John Lewis' annual yuletide offering is also the most heavily-guarded secret in the biz, with the store taking extraordinary measures to make sure even the slightest details aren't leaked to the press; although, this year some Scrooge spilled all about Sir Elton John's appearance way back in September.
Sir Elton said: "The John Lewis Christmas campaign has so many warm memories for me and my family".
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.
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.More news: Israeli coalition on brink after 'capitulation' in Gaza
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Featuring the singer's "Your Song", 2018's John Lewis Chrsitmas ad takes viewers through his glittering career, centring on Sir Reginald's greatest gift of all: his piano.
"The ad is absolutely fantastic and I've truly loved every minute of being a part of it".
"I think Elton has enjoyed the process of making this tremendously", added his husband, David Furnish.
And how that gift inspired, changed and influenced the course of a little boy's life. And as well as watching the advert, people will be able to step into the set of the commercial at John Lewis' flagship store on Oxford Street. A retrospective journey through his untouchable career, before he's due to embark on one final world tour in 2019 - and before Rocketman, which is all about Elton's life, hits cinemas next summer. When you've stopped crying (about how expensive pianos are), obvs.