"The speculation in recent months around the costs associated with this year's ad is wildly inaccurate and our total spend is similar to previous years", the press release stated. The U.K. -based store has earned themselves quite the reputation when it comes to creating the best of the best Christmas commercials, and this year is no different.
The clip then chronologically goes back through special moments in the John's life, such as that time he performed an epic stadium concert in the 1970s West of the Rockies Tour in North America.
Much adored histrionic ex-cocaine repository Sir Elton John is all over the new John Lewis Christmas advert, performing his evergreen 1970 hit your Song in a charmingly ass-backwards chronology of his life.
He starts to play "Your Song", which is obviously a classic that has been around for years and none of us can resist playing along. But it's as we reach his childhood years that the tears really start to form in the corners of your eyes. Get it right and it's not the value but the love and memories you get.
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The advert's narrative is summed up at the end, with the slogan "Some gifts are more than just a gift".
"The point is, a gift you might buy your child could have a huge impact on what path they decide to take in life", wrote Twitter user Sue Harris.
John Lewis is not necessarily known for having an extensive musical instrument range but there are a number of them featured on the website. A lot of fans are upset that the whole thing is about the singer's life instead of being related to Christmas.
This is probably, in our opinion, one of the cuter ads the company has released.