It's here. John Lewis have launched their 2018 Christmas advertising campaign, The Boy And The Piano.
Elton John gets pensive in his advert for John Lewis.
The two-minute 20 second ad is a veritable feast for Elton fans, showing some of his most well-known moments and the lesser known ones, like performing in pubs as a teenager and playing the piano as a kid at school.
Instead, the ad reverses the order of events and comes to focus on the moment young Elton first sat down to play his grandmother's piano.
John's popularity as a British national treasure combined with the brilliant, emotive creative should help A Boy in a Piano deliver impressive results at a time when the United Kingdom retailer and other high street department stores are struggling. "I hope audiences will watch this and really enjoy the national treasure that is Elton John".
"Some gifts are more than just a gift", the video says as it ends.
This year department store rival Debenhams was criticised for releasing a Christmas advert similar to John Lewis's 2017 offering.
It is thought the advert cost the department store around £7 million (NZ$14m) with John receiving an early six-figure Christmas gift from that budget.
Elton John has donated a portion of his fee to his charitable trust.
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.
Customers can also visit the dressing room, recording studio and living room sets from the advert in John Lewis's flagship store in Oxford Street.