John Lewis changes Oxford Street storefront to just 'John'

Credit YouTube  evan youtuberuk/15maio2011

That little boy is Elton John, finally ending months of speculation that he the musician is, indeed, the star of John Lewis's latest festive blockbuster.

The ad, called The Boy and the Piano, opens with a dressing-gown clad Sir Elton gently tapping out the opening notes to Your Song - his first major hit - before viewers are taken back through key moments in his life with scenes of him on stadium tours, travelling on a private jet, recording Your Song, playing the piano in a local pub and performing in a school recital. In the present day, Elton reflects on his life while sat at his first piano.

While some praised it and said it made them cry (presumedly in a good way) many have criticised the ad for being too much about Elton John and not enough about Christmas. "That's the magical feeling we wanted to bring to life this year", explains Craig Inglis, customer director at John Lewis.

The ad first airs on television on Thursday at 9.15pm during ITV's Dark Heart, although ITV viewers may have noticed that the theme tunes to some of the channel's shows including Coronation Street and This Morning were played exclusively in piano notes on Wednesday to tease the advert's premiere. Especially for fans of the legendary Elton John. We are so ready to step into Christmas...

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And others pointed out that Elton John also has a biopic Rocketman coming out in May 2019, and that this advert is surely the ultimate promotional opportunity. This will presumedly include him receiving his piano for Christmas, as shown in the John Lewis ad.

The shop, along with 14 further shops across the United Kingdom, will also have a Yamaha piano for customers to play.

John Lewis had declined to confirm or deny the Mail on Sunday report earlier this year that stated the ad would feature John playing piano. However, the retailer says that figure is "wildly inaccurate" and that spend on the ad is broadly similar to previous years.

Having reportedly donated his £5 million fee to his charity, the Elton John Charitable Trust, Elton's husband David Furnish admitted that making the ad was an emotional experience for the star.

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