THIS year’s John Lewis Christmas advert stars Sir Elton John and tells the story of why some gifts are more than just a gift.
The ad, called The Boy and the Piano, starts with a dressing-gown clad Sir Elton gently tapping out the opening notes to Your Song – his first major hit, released in 1970.
Viewers are then taken through key moments in his life, including stadium tours, travelling on a private jet, playing at his local pub and performing at a school.
It ends with four-year-old Elton running down stairs on Christmas morning, unwrapping a gift of a piano given to him by his grandmother – a present that changed his life forever.
We then see Sir Elton playing the final few notes of Your Song, reflecting on his career.
At each stage of his life the performance of Your Song is a recording of Sir Elton’s voice from that time.
The superstar is currently on a Farewell Tour around the US.
Sir Elton features in the present-day scenes, while five actors take on the role of him at various stages of his life.
It is the second John Lewis Christmas ad to feature Your Song after singer Ellie Goulding recorded a cover for the 2010 campaign.
A stadium scene based on an Elton John gig in Portland, US was entirely recreated using computer-generated imagery.
While other scenes have been based onphotos or recordings throughout the singer’s career.
John Lewis looked at more than 300 scripts before selecting the story and contacting Elton John’s management.
Sir Elton 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.”
John Lewis and Waitrose employees are being given the first opportunity to share the two minute and 20 second ad at 6am this morning.
Who is in the John Lewis advert cast?
Young Elton -Freddie Henderson
Recital boy Elton- Hudson Trindall
Mum – Katie Bonna
Gran – Deborah Baxter
Teenage Elton – Brandon Stein
70’s Elton – Oliver Marshall
80/90’s Elton -Simon Burbage
Present day Elton – Elton John
The ad first airs on television on Thursday at 9.15pm during ITV’s Dark Heart.
Although, ITV viewers may have noticed that the theme tunes to some of the channel’s shows including Coronation Street and This Morning were played solely in piano notes on Wednesday to tease the advert’s premiere.
Customers at the retailer’s flagship Oxford Street branch can also step into a 2,000 square foot recreation of the ad production set to try on some of the costumes, listen to recordings from Elton John’s 17-11-70 album and have photos taken at the piano.
The free experience on the third floor of the store is open from today until December 24. Customers will be taken in groups of 10.
There will also be a giant piano – which has been created in association with Google – in the Oxford Street store.
John Lewis has also created a window display with a giant piano at its flagship branch in London.
Customers will be able to enjoy a musical light show from the windows every 30 minutes from 4pm, playing out Elton John’s Christmas classic, “Step Into Christmas”.
The shop, along with 14 further shops across the UK, will also have a Yamaha piano for customers to play.
Instead of cuddly toys the retailer is selling four Yamaha pianos – two uprights for around £800 and two keyboards starting at £150 – and a range of vintage tour t-shirts, costing £40 each.
The retailer is also selling Elton John’s greatest hits – £10.99 on CD and £24.99 on vinyl.
Scenes from the advert
THE story of the ad is based on key moments throughout Elton John’s life:
1950s – playing his grandmother’s piano
1960s – performing in a school recital
1960s – performing in the Northwood Hills pub in Pinner
1970s – recording Your Song at Trident Studio, London
1970s – performing Your Song on a TV show
1970s – travelling on his tour plane
1970s – performing on his stadium tour on the West Coast
1980s – spotlight performance
1990s – backstage moment in the dressing room preparing to go on stage
2000s – performing on the Red Piano tour
Present day – reflecting on his life whilst sat at his original first piano
John Lewis customer director Craig Inglis said: “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.”
John Lewis addressed speculation about the cost of this year’s ad, describing reports that it had paid Sir Elton £5million as “wildly inaccurate”.
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.
John Lewis reported a 98.8 per cent profits crash for the first half of the year in September.
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Yesterday, the retailer teased shoppers with hints about the advert, including renaming some of its stores “John”.
While earlier this month a clip featuring a piano player performing Elton John’s hit Rocket Man went viral on Twitter.
John Lewis had denied the clip was real this week but rumours swirled after fans spotted that it featured a John Lewis bauble listed for sale online.
But later that week Radio X DJ Chris Moyles revealed that he was behind the fake advert.
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News Pictures John Lewis Christmas advert 2018 is based on Elton John’s real-life story and and features Your Song
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