This year’s John Lewis Christmas advert left some fans less than impressed.
Viewers have hit out at the campaign starring Elton John for not being “Christmassy enough”.
Some have also complained that it’s just a vehicle to plug next year’s Elton John biopic Rocketman as well as the veteran singer’s retirement Farewell tour.
The commercial – called The Boy And The Piano – tells the story of why some gifts are more than just a gift and spans the superstar’s life.
It shows how a gift of a piano from his grandmother helped make Elton John the international superstar he is today as the film follows him through the decades.
But fans have called the advert “awful” with one even saying it was the “worst John Lewis advert yet”.
One Twitter user wrote that she wanted another “cute character” and not Elton John’s life story.
Fans have also been mocking John Lewis for only selling pianos to tie in with its £7million Christmas advert.
But the majority of people are complaining that the advert simply doesn’t feel like a Christmas commercial because it focuses on Elton, rather than the season.
Another said: “The John Lewis advert is good but it’s more of a promo advert for the Rocketman movie than a Christmas advert.”
One woman wrote: “Not liking the John Lewis advert this year! It’s meant to be Christmassy not about Elton john ffs.”
The Sun has asked John Lewis for comment.
The ad starts with a dressing-gown clad Sir Elton gently tapping out the opening bars 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, 71, 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.
Sir Elton, now married to David Furnish, 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 on photos 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.
Your Song was composed by Elton John with lyrics by Bernie Taupin. It was originally released in America as the B-side to Take Me to the Pilot.
However, Your Song eventually made it to number eight in the US and number seven on the UK Singles Chart.
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.
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.
John Lewis reported a 98.8 per cent profits crash for the first half of the year in September.
More on Money
You can see how the new advert compares to Christmas campaigns from previous years in our ranking of the best and worst John Lewis adverts.
Not everyone hates the new John Lewis advert, our Consumer Editor said it reminds him of his mum who died 10 years ago.
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 mocked in hilarious festive Waitrose spot
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