John Lewis has launched its Christmas ad campaign to highlight the “joy of giving” featuring a cover of Elton John’s “Your Song” performed by Brit Award winner Ellie Goulding.

The Christmas theme highlights the length people go to keep gifts a secret and is designed to bring to life Christmas rituals.

The 60-second ad, created by Adam & Eve, uses the strapline: “For those who care about showing they care” and features scenes such as a child leaving a Christmas stocking for the family dog.

The campaign launches on 13 November and will run for five weeks. It will be supported with in store, online and social media activity.

It builds on the previous John Lewis Christmas campaign, which focused on the joy of receiving gifts and continues its strategy of featuring covers of classic songs performed by upcoming artists.

The ad follows recent campaigns including its Never Knowingly Undersold ad featuring a version of Billy Joel’s “Always a Woman” performed by Fyfe Dangerfield from the Guillemots, and last year’s Christmas ad which featured a cover of Guns & Roses “Sweet Child O’Mine” by folk group Taken By Trees.

Craig Inglis, director of marketing, John Lewis, says: “The ad campaign reflects the truths about John Lewis and the breadth of its product range. It positions John Lewis as the place to go for thoughtful gifts. I hope it demonstrates intelligence and originality without using clichés.

“Last year we focused on the joy of receiving presents so this year we felt it was important to show the emotions we all experience at Christmas when choosing and giving gifts to others. We all have our well worn rituals at this time of year and we wanted to bring them to life in this campaign.”

Goulding’s version of ’Your Song” was produced in collaboration with Ben Lovett from Mumford and Sons and is available on iTunes and Johnlewis.com.