The John Lewis Christmas ad 2018, is probably its strongest one in years. Within hours of its release, the spot had more than 2 million views across the company's social channels and replaced today's Brexit crisis in Twitter trending popularity.
As well, according to the U.K.'s Telegraph, the department store's Oxford Street location in London features sets from the advertisement, including Elton's dressing room, living room and recording studio, which customers can peruse.
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.
The heart-warming festive clip, called The Boy & The Piano, sees the musical legend play his first major hit Your Song, while taking viewers on a whistle-stop tour through his life.
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It ends with the singer running down the stairs aged four to unwrap a piano, a gift from his grandmother.
United Kingdom press reports the campaign cost about £7 million ($12.6 million) and most of this was spent on buying media.
The TV ad was shared by staff before it officially airs on TV tonight at 9.15pm on ITV.
The ad, directed by Seb Edwards, was alleged to have broken all records on budget spend, but the John Lewis team broke down the "whole package" for Metro.co.uk earlier this week.
The John Lewis adverts have become as much a signal that Christmas is coming as the Coca Cola truck adverts. Customers will also be able to buy Elton John vinyl and CDs, and vintage inspired tour T-shirts.