Christmas Advertising: The I’m Not Crying, You’re Crying Edition

John Lewis & Partners Christmas advertisement is perhaps the most eagerly anticipated annual ad campaign. And for good reason. Year after year, the retailer launches beautifully crafted stories that tug at the heartstrings of millions about the beauty of the season. And every year, those who follow the ads wonder how they will make a better ad next year. But they do.

Titled, The Boy & The Piano, the ad tells the true story of how a Christmas gift – a piano belonging to Elton’s grandmother – went on to inspire the music icon’s life, working backwards chronologically from the present day to the moment he received the present from his mum as a young child.

As the ad highlights Elton’s proudest career moments, his most famous tune ‘Your Song’ provides the soundtrack to the 2-minute-and-20-second film.

Why It’s Hot

Simply put, it’s pitch-perfect storytelling.