The Boy and The Piano

John Lewis’s 2018 Christmas campaign centered around the power of a gift, and how that gift inspired, changed and influenced the course of a little boy’s life. But instead of focusing on the fictional story of a child or a cute animal, the UK brand told the true life story of pop megastar Elton John.

The story begins in present day and works backwards chronologically through Elton’s life, right until the moment he received the special gift of his grandmother’s piano that changed his life forever—because some gifts are more than just a gift.

To tease the campaign, “Lewis & Partners” was removed on the Oxford Street store fascia, leaving just “John” for eagle-eyed shoppers to spot. Also, the theme tunes for some of ITV’s most iconic shows were changed to bespoke Elton-inspired piano solos. The set for the ad was rebuilt in the Oxford Street store for a unique behind-the-scenes experience, while online immersive content showed how the ad came together and what real-life moments inspired it.

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