As the familiar dulcet sounds of "you can tell everybody, this is your song" play, you watch the reverse trajectory of Elton John's musical career, beginning in present day.
The firm said reports Sir Elton had been paid £5m were "wildly inaccurate" and said some of his fee went to his charitable trust.
The retail chain's annual tear-jerker to sell Christmas this year takes the form of Elton performing his first major hit Your Song, and charts his journey from playing the piano in school and in small London pubs to reaching global megastardom.
John Lewis's highly-anticipated 2018 Christmas advertising campaign, "The Boy & The Piano", launches today (15 November) and is the story of how one particular gift inspired and influenced the course of a little boy's life.
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He said he was ready for anything the jungle could throw at him-apart from any claustrophobic Bushtucker trials. I am such a goof, I am always laughing, being cheeky and I don't take myself too seriously.
John Lewis, which has a store at York's Vangard centre, say the new advert shows just how much difference a Christmas present can make.
"The ad is absolutely fantastic and I've truly loved every minute of being a part of it".
But one fan was converted, writing: "They've pulled it off this year - I normally don't like the John Lewis ads but this made me cry and it's got me".
He explained: "I think Elton has enjoyed the process of making this tremendously".
Speaking about the advert, Elton explained: "The John Lewis Christmas campaign has so many warm memories for me and my family".
And others pointed out that Elton John also has a biopic Rocketman coming out in May 2019, and that this advert is surely the ultimate promotional opportunity.