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The Influencers

John Lewis' Christmas Ad Could Inspire the Next Elton John

INFLUENCER: MassiveMusic's Paul Reynolds reacts to the latest festive outing from adam&eveDDB

John Lewis' Christmas Ad Could Inspire the Next Elton John

The John Lewis Christmas campaign makes me so happy. Not just because I get to track back through Elton's sparkling career. Not just because the story makes the hair stand up on the back of my neck. Not just because the change in John Lewis' direction finally moves away from the oh-my-I-think-a-tear-has-come-to-my-eye, sweeter than sweet cover of a famous song. 

What makes me so happy is that John Lewis have just made a huge investment in the musicians of the future. Kids, families, hell, even us grown-ups are being shown that learning an instrument can take you on the most incredible journey through life. If this campaign makes people buy more musical instruments this Christmas, instruments that can last a lifetime, instruments that can be played again and again and again, rather than a crappy stuffed penguin that now lines a charity shop bargain box, then John Lewis has done our country proud.

Who cares that it's the perfect timing to get us all excited about the Rocket Man movie due out in May next year. Who cares if it dropped the day before Elton's 'Farewell Yellow Brick Road' tour went on sale (that's in 2020 by the way...yes, 2020...). Kudos to everyone involved for the perfect timing for...everyone involved.

But will everyone buy their instruments from John Lewis? I think not. The product range 'Inspired by our Christmas advert' is ridiculous. They missed a big trick there. Couldn't they have also included kids instruments? New musical product lines associated with the campaign? Some Elton shades, platforms, flares, glitter jackets... (all of which I would be incredibly happy to receive this Christmas).

I digress. 

What really makes me happy and tingle with excitement, is that the next Elton John might be watching the campaign this weekend for the very first time, and get up, and have a go on Granny's piano.



Paul Reynolds is managing director and partner of MassiveMusic

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