John Lewis 2018 Christmas ad finally landed and it's adorable

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There are few things that mark the beginning of the festive season like the John Lewis Christmas ad.

The set from the advert is from today on display John Lewis's Oxford Street store where customers can explore Elton John's dressing room, recording studio and living room sets from the advert.

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.

"Any cabinet ministers intending to resign tomorrow should do so knowing that no one will notice because the John Lewis Christmas advert is being released", wrote Charlie Peters.

Rumours about John's role in the spot hit fever pitch in the United Kingdom media when John Lewis recently dropped the "Lewis" signage from its flagship store.

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Well, this year's ad has finally dropped and it is a treat.

John Lewis and adam&eveDDB have created an entire cultural moment out of the Christmas ad bonanza, with breathless news coverage anticipating what the brand will do, when the campaign will launch, and how the public might react.

The end of the advert sees Sir Elton as a four-year-old receiving a piano for Christmas from his grandmother, but many claimed this was flawed as John Lewis "don't even sell pianos".

Last year, the store's Buster the Boxer advertisement cost the equivalent of about $11 million. For example, the 2012 ad The Journey helped the retailer lift year-on-year sales by 44.3%.

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