It’s the most magical time of the year – or at least as far as television advertising goes – as the official John Lewis Christmas advert has been unveiled.
And this year it’s gone in a completely new direction, by featuring a music icon. Elton John takes us on his musical career journey and reveals his most beloved Christmas gift to date – a piano from his mother and grandmother.
But of course, not everyone is happy about it. 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.
Crying at John Lewis advert crying at Elton John crying just sobbing
— 🎃 (@keskitaIo) November 15, 2018
It’s 15th November why am I crying at baby Elton John getting a piano for Christmas 😢
— Hannah McCaw (@caw95) November 15, 2018
Why am I crying over Elton John getting a piano for Christmas, brilliant
— Bethany-Skye (@bethanyscollins) November 15, 2018
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.’
Well the new John Lewis Christmas ad is definitely no Monty the Penguin… just a trailer for Elton John’s biopic & promoting concert tickets… cringe.
— Rose Hill 🤔 (@rosemhill) November 15, 2018
👎. That’s a shame. They used to set the bar and always looked forward to their advert but this is nothing to do with Christmas 🎄☹️. It’s a promo for EJ. John Lewis marketing oh dear oh dear. Heathrow airport ad is better.
— Mischa Butler (@mischab62) November 15, 2018
Too much Elton and not enough Christmas for me 😕
— Charlie Lord (@charlie_lord10) November 15, 2018
John Lewis Board:
"We've got 500 Grand pianos priced at £850 taking up too much room in the warehouse, we need them shifted ASAP" 🧐
John Lewis Marketing Team:
"We have just the idea!" 🤔
*Calls Elton John*☎️
"Promote my movie in the ad and you've got a deal" 🤓
— Carl Stevens (@ElWaster) November 15, 2018
Where's the Christmas, John Lewis? All I can see is cheap, poorly thought out marketing and a massive Elton John plug! #EltonJohnLewis
— Matthew Clark Leach (@LeachJuice) November 15, 2018
I'd love to know the marketing spiel behind that John Lewis ad – 'But people love Elton, and yes, we don't sell pianos and it has bugger all to do with us but ELTON.JOHN' #JohnLewisChristmasAd
— Father Ed-mas (@eddo_) November 15, 2018
The next resignation may well be John Lewis’ marketing director after accidentally producing an advert for Elton John instead of Christmas.
— Philip Howell (@reasonablyright) November 15, 2018
— Alice Stride (@AliceJRStride) November 15, 2018
Have never seen a traffic battle like it on the Indy website this morn: Brexit vs John Lewis. But sad to have to tell Sir Elton that Dominic Raab absolutely finished him off. https://t.co/ku2UsdLOJI
— Tom Peck (@tompeck) November 15, 2018
Starting to suspect that Brexit might be an elaborate John Lewis advert.
— Tokyo Sexwhale (@tokyo_sexwhale) November 15, 2018
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.
The big budget movie will star Taron Egerton as John, and will cover John’s prolific rise to fame. This will presumedly include him receiving his piano for Christmas, as shown in the John Lewis ad.
Just watched the John Lewis Christmas ad. Surely it’s a trailer for the new Elton John biopic movie rather than a request to buy presents at a department store?
— Jono Bullard (@JonoBullard) November 15, 2018
Is this the trailer for the new elton john movie? Only the #johnlewischristmasadvert seems to have forgotten to add anything about Christmas or John Lewis
— Grant Baines (@grant_baines) November 15, 2018
Still trying to work out if the #JohnLewis Christmas ad is actually an ad for them or just a trailer to Elton John's forthcoming movie celebrating his life. Whatever it is, Elton has just added £5 mil to the retirement fund. #EltonJohnLewis
— XtremeSkins™ (@xtremeskinsuk) November 15, 2018
The ad is indeed in stark contrast to John Lewis celebrated ads of recent years. 2017’s ad starred a little boy who gradually befriends ‘Moz the Monster’ that lives beneath his bed.
Several fans called for the return of #Mozthemonster in light of Elton John’s ad.
Can’t lie about the situation I am not feeling the John Lewis Christmas advert this year… bring back #Mozthemonster 😂
— Jade (@jadeywoo_) November 15, 2018
— Jude Ellis (@Hey_Jude71) November 15, 2018
Oh gosh, those were both so good! I personally loved #MoztheMonster. I've just re-watched them all, and they were better than this year's. Sorry Elton.
— Michele Moore Duhen (@Michele_Moore) November 15, 2018