UK's John Lewis Christmas ads are highly anticipated every year, and this year's version does not disappoint, featuring Elton John and a focus on his life.
The ad looks back on his musical career in reverse, playing back to his childhood. This is when we see his life-changing moment of receiving a piano from his grandmother for Christmas.
Summing up the ad with the words, "some gifts are more than just a gift," John Lewis will also be selling a range of pianos for the first time in the UK's 70-year history.
Elton John said the new ad campaign brings up "so many warm memories for me and my family."
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.
"The ad is absolutely fantastic and I've truly loved every minute of being a part of it.”
The legendary singer will be the focus of an upcoming biopic titled 'Rocketman' starring Taron Egerton as Elton John.