Unexpected: John Lewis’s 2018 Christmas campaign centered around the power of a gift, and how that gift inspired, changed and influenced the course of a little boy’s life. But instead of focusing on the fictional story of a child or a cute animal, the UK brand told the true-life story of pop megastar Elton John. The ad, by adam&eveDDB, begins in present day and works backwards chronologically through Elton’s life, right until the moment he received the special gift of his grandmother’s piano that changed his life forever – because some gifts are more than just a gift.

To tease the campaign, ‘Lewis & Partners’ was removed on the Oxford Street store fascia, leaving just “John” for eagle-eyed shoppers to spot. Also, the theme tunes for some of ITV’s most iconic shows were changed to bespoke Elton-inspired piano solos. The set for the ad was rebuilt in the Oxford Street store for a unique behind-the-scenes experience, while online immersive content showed how the ad came together and what real-life moments inspired it.

Works: One of the most successful John Lewis Christmas campaigns to date.