John Lewis & Partners - The Boy and The Piano

Our Christmas campaign for John Lewis & Partners shows the power a gift can truly have

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This Christmas, our John Lewis & Partners ad tells how one gift in particular inspired and influenced the course of a little boy’s life. That little boy just happens to be Elton John. The story 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.  

Ahead of the ad's TV launch with media partner ITV, viewers were also treated to soundtracks of some of the channels most iconic shows, including Coronation Street and This Morning, played solely in Elton-inspired piano notes.

In John Lewis' most experiential Christmas campaign to date, customers shopping on Oxford Street are invited to step into the set of the ad and experience it for themselves. John Lewis’s flagship shop is hosting a 2,000 sq ft experiential space on the 3rd floor where customers can explore the dressing room, recording studio and living room sets from the ad, and interact with props, listen to recordings from Elton John’s 17-11-70 album and have photos taken at the piano.The set is just one of a range of ad experiences in the shop that will have customers stepping into Christmas on every floor. The shop, along with 14 further shops across the UK, will also have a Yamaha piano for customers to play. 

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We are adam&eveDDB. A place that believes in the power of creativity to create the change we want to see in the world. A place full of audacious and famous ideas that help grow businesses and shape cultures. A place packed with the energy and passion to make things happen. A place where egos are left at the door, because we know none of us is as smart as all of us. A place that welcomes ‘adam&everyone’ and helps them be the best they can be. A place always on the look-out for new creative opportunities and brilliant new talent.