“Some gifts are more than just a gift,” this is the message conveyed by John Lewis & Partners in its Christmas ad, that tugs at viewers heartstrings.
Titled “The Boy and The Piano,” the 2-minute and 20-second film, created by advertising agency Adam&Eve DDB, tells the story of how a gift inspired, changed and influenced the course of a little boy’s life. A little boy who just happens to be Elton John. The video opens with the musician in present day, slowly playing the piano in his living room, prepared to welcome Christmas with a nice Christmas tree, and takes viewers on a journey back in time, chronologically through Elton’s life right until the moment on Christmas morning when he received the special gift that changed his life.
Serving as the perfect soundtrack is Elton John’s hit single “Your Song,” which appeared on his self-titled second studio album, released in 1970. The song, inducted into the Grammy Hall of Fame in 1998, has been covered by several artists over the decades, including Rod Stewart, Ewan McGregor, Lady Gaga and Ellie Goulding. Ellie Goulding’s version, which reached number two on the UK Singles Chart in late 2010, was actually used by John Lewis and its advertising agency in the retailer’s 2010 Christmas ad, “A Tribute To Givers”.
For the first time since the 1950s, the retailer will be selling actual pianos in store.