When it comes to holiday advertising, few companies do it bigger (and better!) than John Lewis & Partners.
The high-end chain of department stores in the UK is known for its memorable Christmas ads. Generally, the ads spark nostalgia and emotions in their viewers, bringing us back to happier, simpler times. In regards to their 2018 campaign, Craig Inglis, John Lewis customer director, told Marketing Week:
“Think back to all the Christmases that you have enjoyed over the years— I’m sure there is one special gift that stands out above all others. That’s the magical feeling we wanted to bring to life this year.”
Teaming up with superstar Sir Elton John for their 2018 campaign, John Lewis & Partners decided to focus on pivotal moments in the performer’s life.
The advert begins with current-day Sir Elton playing the beginning notes of his first hit, “Your Song”. Then, the room starts spinning, bringing us back through the special moments of his life.
We’re transported through his experiences as a big celebrity in a stadium, a small-time singer in a pub— going all the way back to his childhood years when he was still only a music enthusiast.
Each featured moment helped Sir Elton to become the person he is today, but John Lewis & Partners save the singer’s most life-changing event for last.
In Sir Elton’s most life-changing moment, we see him as a young boy on Christmas morning unwrapping his first piano.
Yes, Elton’s very first piano was a Christmas gift from his grandmother— no exaggerations for the sake of advertising here.
“Some gifts are more than gifts,” the ad reads.
Like most John Lewis & Partner Christmas ads, this one is a tear-jerker. After it was released, in a statement, Sir Elton said: “The John Lewis Christmas campaign has so many warm memories for me and my family.”
“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.”
“The ad is absolutely fantastic, and I’ve truly loved every minute being a part of it.”
In addition to “The Boy and the Piano” commercial, John Lewis & Partners incorporated Elton themes into other areas of their Christmas campaign, as well.
Every 30 minutes, their flagship branch in London has a musical light show to Elton’s music. Additionally, a large Yamaha piano has been placed in 15 stores for customers to play.
John Lewis has also created short ads associating products with different Elton songs— but as you can imagine, the main commercial was always meant to be the pièce de résistance. In fact, the retailer spent half of its $10 million budget on paying Sir Elton alone.
Since being uploaded to YouTube, the tear-jerking advertising has been viewed 12 million times.
“The feels, man. This is such a great commercial.”
“Anyone else get chills watching this?”
“That actually got me in tears.”
Watch the heartwarming video below.
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