John Lewis: Elton, Elton is everywhere!

1. The John Lewis advertisement reveals the power of the perfect Christmas gift.

2. We can say without exaggeration that the British 3. John Lewis department store chain 4. advertisements are awaited by millions year after year, and let's admit, not without reason. The John Lewis advertisements marking the unofficial start of the Christmas season are simultaneously touching, thought-provoking, and charmingly kitschy.

5. The star of the 2018 campaign is Sir Elton John, whose incredible career path was highlighted that year in the 6. Rocketman 7. titled biographical film, and from September 2018, the 8. Farewell yellow brick road 9. named Elton tour also began, so we can consider the John Lewis advertisement as a clever cross-promotional tactic.

10. According to a compilation by Adweek, the seventh best advertisement of 2018 sparked a very active dialogue on the internet. Many criticized it for not being „John Lewis enough,” missing the cute animals and Christmas spirit, while positive commenters praised its honesty and the message of the story.

11. Created by the adam&eveDDB agency, 12. the short film titled, 13. The Boy And The Piano 14. showcases Elton John's life retrospectively, moving away from the present and going back in time. At the beginning of the advertisement, Elton, sitting next to the Christmas tree, 15. starts playing his song titled Your Song on the piano. The song may be familiar from a previous advertisement, namely the 2010 John Lewis ad, which was sung by Ellie Goulding at that time. 16. The Boy And The Piano, client: John Lewis and Partners, agency: adam&eveDDB.

John Lewis: Elton, Elton is everywhere! — 17. John Lewis advertisements typically solve the transition between locations with seemingly continuous camera movement. We get to know ten important previous milestones in Elton John's life, among which the last one – the first and most defining experience of the artist's life – is linked to the punchline, which we can identify with the cleverly hidden (?) message of the John Lewis department store chain: a well-chosen gift received at Christmas can determine our child's fate for a lifetime.

18. Who would have the heart to place a pair of socks under the Christmas tree after this? After all, we never know when our child might become a musician of the caliber of Elton John.

19. One lesson is that it's worth looking around at John Lewis and finding the most creative Christmas gift. For example, a ticket to an Elton tour.

One lesson is that it's worth looking around at John Lewis and finding the most creative Christmas gift. Let's say a ticket to an Elton tour.