#EltonJohnLewis: How the internet reacted to the new John Lewis advert

Sergio Cunningham
November 19, 2018

Arguably the most anticipated Christmas ad from around the globe - United Kingdom retailer John Lewis' - has landed and, as we've come to expect, it's once again full of surprises.

The advert shows Elton John as a child.

Key moments include his stadium tours; first travel on a private jet, recording songs, playing the piano at a local pub and performing at a school recital.

Craig Inglis, partner and customer director at 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".

Each stage of Elton's life is played by a different actor and the 2 minute 20 second film certainly tugs the heart strings, whether you are a fan of Elton John or not.

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It has been reported that John received a staggering £5 million ($A8.8 million) to appear, a figure both he and John Lewis have refuted.

United Kingdom press reports the campaign cost about £7 million ($12.6 million) and most of this was spent on buying media.

"The John Lewis Christmas campaign has so many warm memories for me and my family", John said of the commercial in a statement.

Well, this year's ad has finally dropped and it is a treat.

The end of the advert sees Sir Elton as a four-year-old receiving a piano for Christmas from his grandmother, but many claimed this was flawed as John Lewis "don't even sell pianos". For example, the 2012 ad The Journey helped the retailer lift year-on-year sales by 44.3%.

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