John Lewis unveiled its 2018 Christmas advertising campaign today (November 15) with a different approach after several high-profile cover versions by acts including Elbow and Lily Allen.
One of the biggest sync opportunities in the business has fallen to Sir Elton John, who features in the TV commercial and performs his classic Your Song at the piano.
The Boy & The Piano tells how a gift inspired and influenced the course of a child’s life - in this case Elton and his piano. The story works backwards through his life until the moment he received the gift of his grandmother’s piano.
The ad will first air on TV this evening at 9.15pm on ITV, during Dark Heart.
Craig Inglis, partner and customer director, John Lewis & Partners, said: “Think back to all of the Christmases that you have enjoyed over the years - I’m sure there is one very special gift that stands out above all others. That’s the magical feeling we wanted to bring to life this year. The ad tells the story of why Elton’s piano was more than just a gift and we hope to remind customers of that special moment when they’ve given a gift at Christmas time that they know will be treasured forever.
Elton John said: "The John Lewis Christmas campaign has so many warm memories for me and my family. 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.”
A portion of his fee will be donated to the Elton John Charitable Trust.
In a statement, John Lewis & Partners said: “The speculation in recent months around the costs associated with this year’s ad is wildly inaccurate and our total spend is similar to previous years. The Christmas TV ad is an important investment for John Lewis and is a crucial part of our overall marketing campaign, driving sales throughout the key Christmas trading period. To date it has proven to be one of the most effective marketing campaigns in the industry, delivering an excellent return on investment.”
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