The John Lewis Christmas advert 2018 has finally arrived - see it here!

The John Lewis Christmas advert 2018 has finally arrived - see it here!

Rather than opening for a typical festive theme, John Lewis' new ad tells the story of Elton's rise to fame. In the present day, Elton reflects on his life while sat at his first piano.

John Lewis declined to comment again today.

The advert's narrative is summed up at the end, with the slogan "Some gifts are more than just a gift".

In a shift in media strategy, John Lewis employees will begin sharing the 140-second ad, created by adam&eveDDB in collaboration with Rocket Entertainment, at 6am before it goes live on John Lewis's own digital channels and in shops at 8am. A letdown, a triumph or just another way to make us buy stuff we don't need this Christmas? This will probably be classified as a very John Lewis ad but actually it's a very understated story which is fundamentally about a little boy who gets a piano and how it changes the course of his life. "It could nearly be anyone". Customers will also be able to buy Elton John vinyl and CDs, and vintage inspired tour T-shirts.

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Earlier this year, a source told a United Kingdom newspaper that "John Lewis wanted to win the battle of the Christmas adverts this year, and it has cost them a significant sum to do it".

"We've been doing John Lewis Christmas ads for some time now and what's on my mind is how we move it on creatively but hold on to the heart of what makes them special", said Craig Inglis, the customer director at John Lewis & Partners.

A rep for Elton said: "The speculation in recent months around Elton's fee for appearing in the ad has been wildly inaccurate".

"The John Lewis Christmas campaign is an iconic part of Christmas now and has had so many warm memories and associations for us, with all of our Christmases, so to be asked to be part of that was a huge honour".