Few things are more sacred when the festive season rolls around than the John Lewis Christmas advert... and guess what? It's finally arrived.
Each year the retailer brings its A-game with something to tug at those festive heart strings, and just when you thought it had peaked and could do no better, the LADs only go and rope in ELTON JOHN.
Featuring the singer's 'Your Song', 2018's John Lewis Chrsitmas ad takes viewers through his glittering career, centring on Sir Reginald's greatest gift of all: his piano.
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From the present moment in time, a journey backwards through Elton's defining career moments takes us all the way back to him receiving his grandmother's piano as a 4-year-old boy.
Imagine that? A four-year-old Elton bounding downstairs on Christmas morning, ripping open a grand piano and knocking out an absolute banger to warm the soul. The boy who would become one of the greatest musicians of all time receiving a gift that would bring joy to the world.
In a statement the singer said: "The John Lewis Christmas campaign has so many warm memories for me and my family.
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"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."
Elton's husband David Furnish admitted that making the ad was an emotional experience for the star.
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He said: "I think Elton has enjoyed the process of making this tremendously.
"I think, you know, emotionally he is thinking about the journey he's been on as an artist, and that moment, you know, when music came into his life at a very young age when he was encouraged by his mother and his grandmother with his piano.
"The John Lewis Christmas campaign is an iconic part of Christmas now and has had so many warm memories and associations for us, with all of our Christmases, so to be asked to be part of that was a huge honour.
"Seeing the accuracy, and the work that has been put into to creating everything, the attention to detail is fantastic, so it is very exciting to see, it is like taking a step back in time."
It's also the first time since the 1950s that pianos have been out on the shop floor at John Lewis, which is another moving touch - Christmas is all about nostalgia, after all.
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Customer Director Craig Inglis said: "The ad tells the story of why Elton's piano was more than just a gift and we hope to remind customers of that special moment when they've given a gift at Christmas time that they know will be treasured forever."
It's got all it all hasn't it? A retrospective journey through his untouchable career, before he's due to embark on one final world tour in 2019 - and before Rocketman, which is all about Elton's life, hits cinemas next summer.
I'm not crying, you are.
Featured Image Credit: John LewisTopics: John Lewis, Christmas, elton john