Yahoo News John Lewis's Christmas advert 2018 is here!
Two months after rumours surrounding John Lewis's 2018 Christmas advert started swirling, the finished product has finally been announced.
Titled The Boy & The Piano, the 12th version of the department store's iconic ad will be released online at 8am this morning (November 15), and yes, those Elton John rumours were true.
The ad tells the true story of how a Christmas gift – a piano belonging to Elton's grandmother – went on to inspire the music icon's life, working backwards chronologically from the present day to the moment he received the present from his mum as a young child.
[A young boy plays Elton as a child in the ad]
As the ad highlights Elton's proudest career moments, his most famous tune 'Your Song' provides the soundtrack to the 2-minute-and-20-second film. (It's worth noting that Ellie Goulding covered this tune for the A Tribute to Givers John Lewis ad in 2010.)
"The John Lewis Christmas campaign has so many warm memories for me and my family," Elton said in a statement.
"It's been a lovely opportunity for me to reflect on my life in music and the incredible journey I have been on, and how first playing my grandmother's piano marks the moment when music came into my life. The ad is absolutely fantastic and I've truly loved every minute of being a part of it."
['Your Song' provides the soundtrack to the ad]
Reports that Elton, who announced he is retiring from touring earlier this year, would star in this year's festive commercial broke back in September. Sources from the production set told The Mail on Sunday that the singer had been paid £5 million – that's half the reported £10 million budget – for his one-off appearance.
However, John Lewis has since confirmed that this speculation is "wildly inaccurate" and that its total spend "is similar to previous years".
Although its budget has not been disclosed, the retailer has revealed that Elton requested that a portion of his fee was to be donated to the Elton John Charitable Trust.
As for what's new this year? For the first time, the advert is interactive as the dressing room, recording studio and living room sets used in the ad will be open to visitors on the 3rd floor of John Lewis's Oxford Street store.
[John Lewis is selling vintage Elton John T-shirts]
Another 14 stores across the UK will have a piano installed for customers to play and a selection of vintage-style Elton John T-shirts will be on sale. The Oxford Street flagship has also dropped the 'Lewis' from its store front, so it simply reads 'John'. We see what they did there.
Tune in to ITV at 9.15pm tonight (Thursday, November 15), during Dark Heart, to see the ad play for the first time on television.
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