John Lewis finally dropped their much-anticipated 2018 Christmas advert yesterday, splitting opinion up and down the UK.
Some people were brought to tears by the ad, which features Elton John playing a piano in a lonely room.
A montage of scenes goes backwards in time through the star’s career – all while he plays the piano to Your Song – until we see a four-year-old Elton receiving the instrument for Christmas.
Although for the most part it was warmly received, lots of people criticised the advert for being a ‘massive plug’ for the singer’s upcoming biopic.
And it seems Lord Sugar wasn’t a fan, either.
The Apprentice star took to Twitter to rant about the big-budget ad and claim it was an exercise to win the ‘p*ss money up the wall awards’ among advertising agencies.
He wrote: "John Lewis advert, classic example of marketing manager wasting money to produce an advert which has no impact on sales.
"Snobery (sic) so he/she trying to win the ad agency [p*ss] money up the wall awards. I guess it cost £1m to produce plus cost of air time."
The advert is thought to have cost around £7million in total.
A spokesperson for John Lewis’ marketing team told the Metro: "We want to talk about the speculation that came out earlier, because there were some numbers being banded around."
"We don’t give out a number but in previous years it has been spoken about as being £7million and it is the same territory this year.
"But the vast majority of that is on media spend, and then it also includes production of the ad, our ad windows, everything – it’s the whole package."
Elton is said to have donated part of his reported £5million fee to his Elton John Charitable Trust.
His husband, David Furnish, revealed how making the advert was an emotional experience.
He said: “I think Elton has enjoyed the process of making this tremendously.
"I think, you know, emotionally he is thinking about the journey he’s been on as an artist, and that moment, you know, when music came into his life at a very young age when he was encouraged by his mother and his grandmother with his piano.”
Two seconds in the Sainsbury’s advert have also threatened to overshadow Elton’s effort.
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John Lewis Christmas Advert 2018
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Viewers are loving the moment a kid dressed as a giant plug hurls himself at a wall and plugs himself into a socket.
‘Plug kid’ has gone viral online and even did an interview for Sainsbury’s to put on their Twitter page.
You can watch the Sainsbury’s Christmas advert here .
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