IT'S HERE: The John Lewis Christmas Ad 2018

John Lewis rebranded its Oxford Street signage

John Lewis rebranded its Oxford Street signage

Sir Elton John is the star of this year's John Lewis Christmas advert, but the reaction to it on social media has been decidedly mixed.

Elton John said: "The John Lewis Christmas campaign has so many warm memories for me and my family".

Rather than opening for a typical festive theme, John Lewis' new ad tells the story of Elton's rise to fame.

Instead, the ad reverses the order of events and comes to focus on the moment young Elton first sat down to play his grandmother's piano.

On the surface, The Boy & The Piano is created to encourage you to buy your Christmas presents from John Lewis & Partners - and to remind us that Elton John is awesome at playing the piano.

Elton John is clearly an expert in standing ovations and screaming crowds - but his popstar status isn't actually the main focus here.

It added that Sir Elton had requested that a portion of his fee be donated to the Elton John Charitable Trust when he was first approached to be involved.

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The TV ad was shared by staff before it officially airs on TV tonight at 9.15pm on ITV.

And how that gift inspired, changed and influenced the course of a little boy's life.

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

Another complained that the song had been used before, referencing the 2010 creation.

Featuring the singer's "Your Song", 2018's John Lewis Chrsitmas ad takes viewers through his glittering career, centring on Sir Reginald's greatest gift of all: his piano.

But one fan was converted, writing: "They've pulled it off this year - I normally don't like the John Lewis ads but this made me cry and it's got me".

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