Sir Elton John stars in this year's John Lewis advert

The ad, called The Boy and the Piano, starts with a dressing-gown clad Sir Elton gently tapping out the opening bars to Your Song - his first major hit, released in 1970.

Earlier this year, a source told a United Kingdom newspaper that "John Lewis wanted to win the battle of the Christmas adverts this year, and it has cost them a significant sum to do it".

The John Lewis Christmas ad 2018, is probably its strongest one in years.

The Elton John themed John Lewis christmas advert has caused quite a frenzy today, but it has already become the subject of a few cheeky social media digs from other companies.

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.

Then you'll see a little boy running down the stairs on Christmas morning and tearing open the wrapping paper to find a present that'll change his life: a piano.

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"The ad is absolutely fantastic and I've truly loved every minute of being a part of it".

"I think, you know, emotionally he is thinking about the journey he's been on as an artist, and that moment, you know, when music came into his life at a very young age when he was encouraged by his mother and his grandmother with his piano".

The John Lewis advert takes us back through Elton John's career.

"That's the magical feeling we wanted to bring to life this year".

Beyond the via, John Lewis says this will be its "most ambitious" experiential Christmas campaign to-date, with customers able to experience the ad themselves in its Oxford Street store. Customers will also be able to buy Elton John vinyl and CDs, and vintage inspired tour T-shirts.

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