John Lewis has unveiled its 2018 Christmas advert, starring Elton John.
The 2-minute long spot was revealed on YouTube today ahead of its premiere on TV on ITV at 9:15PM tonight (November 15).
John Lewis say of the latest of their now traditional Christmas adverts: "The new ad tells how one gift in particular inspired and influenced the course of a little boy’s life.
"That little boy just happens to be Elton John.
"The story begins in present day and works backwards chronologically through Elton’s life, right until the moment he received the special gift of his grandmother’s piano that changed his life forever because some gifts are more than just a gift."
The TV premiere comes after ITV yesterday, as a hint towards the launch of the advert today, altered the soundtracks to some of the channels most iconic shows, including Coronation Street and This Morning, giving them a little twist when they were played solely in piano notes.
Craig Inglis, Partner and Customer Director, John Lewis & Partners said: “Think back to all of the Christmases that you have enjoyed over the years - I’m sure there is one very special gift that stands out above all others.
"That’s the magical feeling we wanted to bring to life this year.
"The ad tells the story of why Elton’s piano was more than just a gift and we hope to remind customers of that special moment when they’ve given a gift at Christmas time that they know will be treasured forever."
Elton John 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 of being a part of it.”
Meanwhile, John Lewis dismissed tabloid reports about the cost of the advert, and revealed that Elton requested that a portion of his fee was to be donated to the Elton John Charitable Trust.