John Lewis launches biggest ever Christmas product push

The eight 10-second ads will each feature a different brand with a different Elton John song that relates to the product.

John Lewis has launched eight 10-second ads as part of its 2018 Christmas campaign, with each ad given a different Elton John song chosen to relate to the product.

Marking the retailer’s biggest foray to date into product ads, with more partnerships than in previous years, the ads feature products from brands including Dyson, Google, Bose, Microsoft, Nespresso, Lego, Apple and GoPro.

From I’m Still Standing for the Nespresso Vertuo Plus Coffee Machine, to This Train Don’t Stop There Anymore for the Lego Winter Holiday Train, each of the films has its own soundtrack for the first time.

Meanwhile, Something About The Way You Look Tonight will accompany Dyson’s AirWrap Smooth & Control Styler, while Don’t Let The Sun Go Down On Me will be used for GoPro.

Each advert is set in the opening and closing scene of The Boy and the Piano, which launched last month. They will run across TV and video on demand, as well as on social media, digital display and johnlewis.com.

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

“Our product ads have always formed a key part  of our Christmas campaign and it’s great to have more brands involved this year than ever before,” says Craig Inglis, customer director at John Lewis.

“With a dedicated track for each brand, we wanted to showcase in a fun and playful way some of the fantastic products that can be found at John Lewis & Partners this Christmas.”

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