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

Credit YouTube  evan youtuberuk/15maio2011

The retail chain's annual tear-jerker to sell Christmas this year takes the form of Elton performing his first major hit Your Song, and charts his journey from playing the piano in school and in small London pubs to reaching global megastardom.

It ends with a young Elton, four, running down the stairs on Christmas morning to unwrap his grandmother's gift of a piano.

Sir Elton is played by actors throughout the advert, except for the opening and closing scenes.

The first three quarters of the ad are pretty baffling, as you wonder why Elton John's life story has anything whatsoever to do with Christmas, and whether the whole thing is just a cynical ploy to get everyone hyped for his upcoming film, Rocketman.

This will presumedly include him receiving his piano for Christmas, as shown in the John Lewis ad.

John Lewis' latest festive ad will air on TV for the first time at 9.15pm tonight (15.11.18) during an ad break for Dark Heart.

John Lewis Christmas ad 2018 starring Elton John
It featured a cover of the Beatles song Golden Slumbers which was performed by rock band Elbow. The TV ad was shared by staff before it officially airs on TV tonight at 9.15pm on ITV.

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Many users said the ad is too Elton John marketing heavy, especially considering he is about to embark on his "final" world tour 'Yellow Brick Road'.

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

A rep for Elton said: "The speculation in recent months around Elton's fee for appearing in the ad has been wildly inaccurate".

"But it's more about encouraging people to think thoughtfully about the people they are buying gifts for".

It is the second of the retailer's Christmas ads to feature Your Song after singer Ellie Goulding recorded a cover for the 2010 campaign.

And others pointed out that Elton John also has a biopic Rocketman coming out in May 2019, and that this advert is surely the ultimate promotional opportunity.

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