IT'S HERE! Watch the new John Lewis Christmas ad

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The two-minute film charts the life of the iconic pop star, using four actors to show key moments in his life, going right back to when he was given his first piano at Christmas.

Set to John's hit Your Song, the ad begins in the present day and works backwards chronologically through Elton's life until the moment he receives the "piano that changed his life forever".

Time for the John Lewis Christmas advert and, true to form, it's a real tearjerker.

The advert, called Boy and the Piano, features Sir Elton singing Your Song, which was reprised by Ellie Goulding for the firm's festive offering eight years ago.

The cost of this year's ad campaign is thought to be about £7 million, with Elton receiving a six-figure fee.

The John Lewis advert launched this morning but has been teased throughout the week, and you probably didn't have a clue.

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"To date it has proven to be one of the most effective marketing campaigns in the industry, delivering an excellent return on investment". They've produced some truly heartwarming adverts over the years, check out some of the best John Lewis Christmas adverts.

The advert's narrative is summed up at the end, with the slogan "Some gifts are more than just a gift".

What do you think of the Elton ad?

"It's been a lovely opportunity for me to reflect on my life in music and the incredible journey I have been on, and how first playing my grandmother's piano marks the moment when music came into my life". "I hope audiences will watch this and really enjoy the national treasure that is Elton John". While some praised it and said it made them cry (presumedly in a good way) many have criticised the ad for being too much about Elton John and not enough about Christmas.

The 2018 John Lewis Christmas advert stars a four-year-old boy as a young Elton John.

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