IT'S HERE! Watch the new John Lewis Christmas ad

Credit YouTube  evan youtuberuk/15maio2011

Credit YouTube evan youtuberuk/15maio2011

From the present moment in time, a journey backwards through Elton's defining career moments takes us all the way back to him receiving his grandmother's piano as a 4-year-old boy.

This year's ad is titled, "The Boy and the Piano" and is set to the soundtrack of Elton's first big hit, Your Song.

There's an especially striking scene showing the flamboyant star performing at Wembley Stadium.

The move comes ahead of John Lewis' much-anticipated Christmas campaign, which is reported to contain a starring role for the musician.

'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'.

This year, the struggling retail chain has spent presumably all of its money on getting Elton John himself to be the face of the ad, rather than a fluffy thing with a name and a hashtag as they usually do.

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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. That some presents are more than just a gift.

The ad will first air on TV this evening at 9.15pm on ITV during Dark Heart.

This year department store rival Debenhams was criticised for releasing a Christmas advert similar to John Lewis's 2017 offering.

Speaking to Marketing Week, Inglis explains: "What we've found over the past 10 years is that this kind of advertising, which connects with people on an emotional level, is what really is most powerful at Christmas".

This is the second time that John Lewis and Partners have used the song as back in 2010 Ellie Goulding recorded a version of the song for use on their Christmas advert, "A Tribute To Givers".

Shoppers heading to John Lewis's flagship store in Oxford St will be able to step into a 2,000 sqft recreation of the ad production, to try on costumes and have photos taken at the piano.

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