Elton John Stars In This Year's John Lewis Christmas Advert

15 November, 2018, 15:27 | Author: Cecil Buchanan
  • Elton John paid far less than £5m according to John Lewis

We received confirmation earlier this year that Elton John would both star in and perform the song for the famous advert this Christmas, with insiders revealing it would tell the story of the star's life.

Set to John's hit Your Song, the ad begins in the present day and works backwards chronologically through Elton's life until the moment he receives the "piano that changed his life forever".

John Lewis, which has a store at York's Vangard centre, say the new advert shows just how much difference a Christmas present can make.

This year, the struggling retail chain has spent presumably all of its money on getting Elton John himself to be the face of the ad, rather than a fluffy thing with a name and a hashtag as they usually do. "That's the magical feeling we wanted to bring to life this year", explains Craig Inglis, customer director at John Lewis.

The advert, called Boy and the Piano, features Sir Elton singing Your Song, which was reprised by Ellie Goulding for the firm's festive offering eight years ago.

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The ad will first air on TV this evening at 9.15pm on ITV during Dark Heart.

Many users said the ad is too Elton John marketing heavy, especially considering he is about to embark on his "final" world tour 'Yellow Brick Road'.

"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".

And others pointed out that Elton John also has a biopic Rocketman coming out in May 2019, and that this advert is surely the ultimate promotional opportunity. However, the retailer says that figure is "wildly inaccurate" and that spend on the ad is broadly similar to previous years.

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.

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