IT'S HERE: The John Lewis Christmas Ad 2018

Credit YouTube  evan youtuberuk/15maio2011

Credit YouTube evan youtuberuk/15maio2011

John Lewis had declined to confirm or deny the Mail on Sunday report earlier this year that stated the ad would feature John playing piano.

The Christmas adverts are already here, and they're not mucking around.

That little boy is Elton John, finally ending months of speculation that he the musician is, indeed, the star of John Lewis's latest festive blockbuster.

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.

Sir Elton said: "The John Lewis Christmas campaign has so many warm memories for me and my family". It was immediately shared across social media.

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

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

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The song choice was also criticised, with one user saying the retail company should have opted for Sir Elton's Step Into Christmas instead. "You've got it! See you next year!" Plus, you'll be able to buy vintage-style Elton John T-shirts online and in the flagship store too. But come on. Really?

Others disagreed, and commended the advert's message.

The department store's festive advert is arguably the most highly-anticipated of them all, and you're guaranteed to need tissues to dry those tears. "Piano = a career in music, I bought my daughter's first leotard at the age of 4 she is now 8 and her passion is gymnastics".

This year's John Lewis spot uses another famous "John" to delicately bring to life the power of a life-changing gift - in this case a piano that he receives as a young child.

However, a John Lewis Partnership press release appeared to refute this cost.

John Lewis is understood to usually spend around £7m on its Christmas campaign, including creative and media.

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