UK retailer John Lewis & Partners has released its new Christmas ad—and this year it features none other than Sir Elton John.
The ad, called “The Boy and the Piano,” kicks off in the modern day, with John quietly tickling the ivories in his home. Then, with “Your Song” playing, it takes us back through the years to when he received his very first piano as a Christmas gift from his mother and grandmother.
In between, we revisit with John performing to packed stadiums, in smaller clubs and pubs, and nervously perched on a piano bench front of his first audience during a school performance.
Then once again, we are back with John in his home, and the ad closes with the words: “Some gifts are more than just a gift.”
While this is a departure from John Lewis’ previous Christmas ads featuring lovable animals, this ad, which uses the hashtag #EltonJohnLewis, still looks to make the same emotional connection. Some found that connection easy to make.
John Lewis have won Christmas, everyone else go home (and cry over their advert) #EltonJohnLewis pic.twitter.com/upTiBRnIba
— Shannon ✨ (@shannon_deeley) November 15, 2018
At the start I was thinking what the hell?
In the middle I thought, I don’t get it.
By the end I held back tears.
So beautiful. Well done. #EltonJohnLewis
— Jordan Smith (@jordanfpsmith) November 15, 2018
This.This is so sweet and touching!You might get goosebumps or be balling by the end. So rare do we see someone who’s gift has touched the world,go back in time on their journey in a rapid way to the magic moment when their eyes lit up.#EltonJohn #EltonJohnLewis #MerryChristmas https://t.co/37bOtxRScc
— KATE FLOOD (@Richnessofbeing) November 15, 2018
Others felt it lacked a true Christmas connection.
Well I don’t know about you, but to me, nothing says Christmas like the story of a multi millionaire pop star and the humongous present that you’d have to give your toddler to mirror it. I wonder what happened to the kids who got tangerines. #eltonjohnlewis pic.twitter.com/39v9nc5OtD
— Charlotte (@tinycharlotte72) November 15, 2018
hmmm, I love a good Christmas advert but this #EltonJohnLewis isn’t doing it for me. Too much Elton, not enough Christmas? I get the sentiment but it feels like more of a partnership promo
— Caroline (@runswithpencil) November 15, 2018
WELL DONE JOHN LEWIS, VERY CHRISTMASSY ADVERT AND DEFINITELY NOT AN ADVERT FOR A FILM#WeArePartners #EltonJohnLewis pic.twitter.com/lK0FYDpN6E
— Jake FM (@JustScruff) November 15, 2018
In 2017, the retailer introduced “Moz the Monster,” the lovable creature who lived under a little boy’s bed.
In 2016, we met “Buster the Boxer,” who famously mastered the art of bouncing on a trampoline.
And in 2015, a young girl was determined to send a gift to the lonely “Man on the Moon.”
2014 brought us “Monty the Penguin.”
And in 2013, we met “The Bear & The Hare.”
2013’s ad was all about “The Journey.”
And in 2011, we had “The Long Wait.”