Starring the Rocket Man himself, Sir Elton John, this year's advert has taken a rather different approach…
Titled "The Boy and the Piano", this year's John Lewis advert takes us through Sir Elton John's childhood and how a single piano changed his life.
Speaking to John Lewis about his role in the new advert, Sir Elton John stated:
"It was important for me that the advert was close to my actual memories and experience so it had that emotional impact. And yes, the piano has always been a big part of my life. My earliest memories always revolve around music and the piano was always at the centre of family life when I was growing up.
"It was incredibly moving to see such treasured memories reimagined on the screen. No matter what happens in your life, those moments from your childhood mould you, and stay with you forever."
- Sir Elton John CBE
As usual, the John Lewis advert is always accompanied by a brand new product – but this year it isn't a children's toy like Moz the Monster or Monty the Penguin.
Instead, the High Street retailer is promoting an array of Elton-inspired merchandise, including his 2017 album Diamonds, graphic tour t-shirts, and even the Yamaha Arius digital piano!
Following rumours that the Your Song singer was receiving a sizable seven-figure fee, John Lewis has spoken out about Elton's fee stating "When first approached to be part of this year's John Lewis Christmas ad, Elton requested that a portion of his fee was to be donated to the Elton John Charitable Trust."
Plus, as well as the advert itself, customers can now visit the John Lewis Oxford Street store and step into the set of the ad with its 2,000 sq ft experience space on the 3rd floor. Visitors will get the chance to explore the dressing room, recording studio, and living room sets, interact with props, listen to recordings from Sir Elton John's 17-11-70 album and have photos taken at the piano!
What do you think? Is it a winner for you or do you have another advert in mind?