"We've been doing John Lewis Christmas ads for some time now and what's on my mind is how we move it on creatively but hold on to the heart of what makes them special", said Craig Inglis, the customer director at John Lewis & Partners. Out go the cute characters and in comes a pop icon.
The John Lewis Christmas advert has become something of an exciting tradition, and this year's has just been fully revealed by the company.
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.
A statement released by John Lewis explained: "The speculation in recent months around the costs associated with this year's ad is wildly inaccurate and our total spend is similar to previous years".
It's here. John Lewis have launched their 2018 Christmas advertising campaign, The Boy And The Piano.
"The ad is absolutely fantastic and I've truly loved every minute of being a part of it".
"To date it has proven to be one of the most effective marketing campaigns in the industry, delivering an excellent return on investment".
But one fan was converted, writing: "They've pulled it off this year - I normally don't like the John Lewis ads but this made me cry and it's got me". The space includes dressing room, recording studio and living room sets from the ad, as well as props, recordings from Elton John's 17-11-70 album and the opportunity to have photos taken at the piano.
The almost two-and-a-half minute ad tells the story of Elton's first piano and how it was "more than just a gift" and helped him become the musical icon he is today.
This year, the struggling retail chain has spent presumably all of its money on getting Elton John himself to be the face of the ad, rather than a fluffy thing with a name and a hashtag as they usually do.
He explained: "I think Elton has enjoyed the process of making this tremendously".
The 2018 John Lewis Christmas advert stars a four-year-old boy as a young Elton John.