This year's John Lewis Christmas advert is no exception, as it features one very famous face and the gift that changed his life - yes, we're talking Elton John and a piano. Within hours of its release, the spot had more than 2 million views across the company's social channels and replaced today's Brexit crisis in Twitter trending popularity. In 2010, Ellie Goulding covered the track for the John Lewis advert that year.
Rumours around the festive campaign are rife, with Radio X presenter Chris Moyles last week creating a spoof ad featuring the John song Rocket Man.
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.
Fans of the new John Lewis ad included former MP and Strictly Come Dancing star Ed Balls, who said it was "totally brilliant", and TV presenter Susanna Reid who responded: "Absolutely love it". That some presents are more than just a gift.More news: Amazon wins big with split decision for NYC, Virginia headquarters
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The ad first airs on television tonight at 9.15pm during ITV's Dark Heart.
John Lewis partner and customer director Craig Inglis said the ad aims to illustrate "the magical feeling we wanted to bring to life this year".
John Lewis is understood to usually spend around £7m on its Christmas campaign, including creative and media.
John Lewis and Lidl have exchanged a bit of festive banter at Elton John's expense.
In a Christmas tradition that's rapidly grown to rival the appearance of the Coca-Cola truck, the John Lewis Christmas ad for 2018 has now dropped.