Watch John Lewis' 2018 Christmas Advert Starring Elton John In Full

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John Lewis has unveiled its festive advert for 2018, and they've gone for a different style than in previous years.

John Lewis's highly-anticipated 2018 Christmas advertising campaign, "The Boy & The Piano", launches today (15 November) and is the story of how one particular gift inspired and influenced the course of a little boy's life.

Scenes have been recreated to show some of Elton's "most pivotal" moments over the past 70 years, including performing at his school recital in the 1950s and his West Coast stadium tour in the 1970s, as well as backstage moments and song recordings. A portion of Elton John's undisclosed fee has been donated to the Elton John Charitable Trust.

The almost two-and-a-half minute ad tells the story of Elton's first piano and how it was "more than just a gift" and helped him become the musical icon he is today. That some presents are more than just a gift.

'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 first airs on television tonight at 9.15pm during ITV's Dark Heart.

This year department store rival Debenhams was criticised for releasing a Christmas advert similar to John Lewis's 2017 offering. We are so ready to step into Christmas...

John Lewis's Christmas advert has become a staple of the festive season, with many pronouncing the start of celebrations when they see it.

The retailer, which reported a 98.8% profits crash for the first half of the year in September, said the ad was a "crucial part" of its overall marketing campaign and "one of the most effective marketing campaigns in the industry, delivering an excellent return on investment". Especially for fans of the legendary Elton John.

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