Watch John Lewis Christmas Advert 2018

The John Lewis Christmas Advert for 2018 is an emotionally stirring piece of advertisement that tells the story of the impact that the gifts we give have on the people who receive them. The advert, titled "The Boy & The Piano," features the music of Elton John and was directed by Seb Edwards.

The advert starts by showing the legendary Elton John playing the piano in a modern-day recording studio. The camera then zooms back in time to capture him playing the same piano in different stages of his career, while an invisible audience applauds him for his music. The advert then takes us back to the first time Elton John played the piano, as a young and hopeful boy in his living room, on Christmas day.

As the young Elton plays the famous melody of "Your Song," the eponymous gift, the camera takes us through his life journey, including his first paid gig at a small pub, his performance scene in front of thousands of people, and the time he met his future husband in a restaurant. The scenes are accompanied by beautiful montages of old home videos, concert footage, and award shows.

Cutaways of the reactions of his friends and family when they receive the gifts he gave them during the Christmas season underscores how empowering and transformative this act can be. As the camera zooms out, we realize that the young Elton playing the piano was, in fact, a gift from his loving and caring mother. The screen fades to black, and the tagline for the advert, "Some gifts are more than just a gift," displays.

The John Lewis Christmas advertisement follows the tradition of other major brands by crafting a touching and heart-warming narrative that connects with their audience on an emotional level. By focusing on the impact that gifts can have on people's lives, the advert reinforces the importance of expressing our feelings to the people we love, especially during the holiday season.

The use of Elton John's music is particularly relevant as it not only captures the hearts of a broad age-range of viewers but also communicates the brand's core values of authenticity, creativity, and innovation. Additionally, the use of home videos highlights the critical role of family and memories in the festive period and is an ode to the collective experiences we share with our loved ones.

The production quality of the advert is top-notch, with great attention to detail, a strong visual aesthetic, and an impeccable choice of music. It's no wonder that the video has attracted over 23 million views on YouTube and praise from both critics and fans alike.

Furthermore, the use of storytelling maps well onto the style of advertising that John Lewis has developed over the years. In all their Christmas ads, the brand takes a storytelling approach to advertising and emphasizes the emotional connection that can be developed with their audience through skillful storytelling.

In conclusion, the John Lewis Christmas advert for 2018 "The Boy & The Piano" is a beautiful and nostalgically powerful story that focuses on the true meaning of the festive season. It encourages everyone to reconnect with the people they are close to and remember the sentiment behind the gifts they give. The advert delivers a poignant message that resonates with viewers in every age group and is a testament to the power of advertising when done thoughtfully and creatively.