Why John Lewis ‘turned left’ for unusually un-Christmassy festive blockbuster

John Lewis has settled months of rumours that Elton John is indeed the star of its 2018 Christmas campaign with the launch of the film this morning.
It is, as has come to be expected from John Lewis, a major piece of creative that tells a story and has that ‘feel good’ factor. Even if the retailer’s customer director Craig Inglis argues the ad is actually a “very understated story” about a boy and his piano that “could almost be anyone”.
But compared to