Elton John Lewis

Manning Gottlieb OMD / John Lewis & Partners


Christmas is the most important time of the year for John Lewis & Partners, with its advertising recognised as signaling the start of the season.

When audiences discovered, ahead of time, that this year’s ad was called “the boy and the piano”, featuring Elton John, it was important - despite the leak - to still build anticipation.

So, with an ingenious audio rather than visual tease, MG OMD swapped some of the nation’s most iconic TV theme tunes for piano versions, keeping the public guessing as to what was going on and generating valuable earned PR along the way, with the result being John Lewis & Partner’s biggest ever sales week.

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