With Winter Wonderland in Nottingham this weekend, the cold weather fast approaching, and high-value high street chains around the UK stacking their shelves with Christmas decorations and sales that promise you won’t go bankrupt this season, it’s time for that advert again.
In recent years, it is clear to see how Christmas has slowly been commercialised over the years and how the representation of Christmas has evolved. Waiting to see a specific advertisement on the TV can now be viewed even simpler on YouTube, as you can see it trending at Number 1 in the UK.
I am of course talking about the annual John Lewis & Partners Christmas Advert, featuring Elton John. John Lewis’ Christmas Adverts have become an element of Christmas that people look forward to every year, and with the inclusion of Elton John in the 2018 Ad Campaign, it is no different this year.
The John Lewis & Partners advert was actually released a little later than normal this year, on the 14th of November, whereas the previous two years’ were publicised on the 9th of November respectively. The ad campaign uses Elton John as the central focus and has a hint of negative undertones (which I will divulge into later), with his 1970’s hit “Your Song” as the choice for the ad this year. Instead of viewing Christmas from the perspective of a “normal” stereotypical family, this differentiates a lot from previous years, arguably to both reach a wider audience; using a successful musician who is widely known overseas would accomplish this, and to create the sense that they are setting a scene by which a celebrity is relatable.
The ad predominantly portrays Elton John’s music career being shown in chronological reverse order while Elton’s song syncs up beautifully with the scenes portrayed on screen; from present day, to Wembley Stadium in 1975, to his childhood whereby there are tear-jerking scenes taking place between mother and child, therein reminding audiences what the spirit of Christmas is all about while simultaneously promoting their brand.
The advert closes with “some gifts are more than just a gift” while the song ends, the camera zooms out, and the screen fades to black.
In my opinion, John Lewis & Partners have triumphed again with their ad campaign. The closing tagline, “some gifts are more than just a gift”, clearly portrays Elton’s relationship with music and his ability to resonate with people through songs such as “Your Song”, which all stemmed through the piano he received for Christmas 1951 at four years old. As the camera pans out, Elton is left sitting alone at his piano, with a Christmas tree visible in the right of the screen, a slightly depressing image for a Christmas advert.
Elton John’s mother, Sheila Eileen Dwight, died just before Christmas in December last year (2017), which leaves a bittersweet taste in the mouth of audiences, this advert obviously paying tribute to her. While Christmas is a time for gift giving and festive feasts, it is also a time for families and spending time with those whom you love.
That is the greatest gift of all.
By Adam Fixter