How ‘Boy and the Piano’ Broke All the Rules for a John Lewis Ad and Became a Classic

Video: Adam&eveDDB's CCO shares the internal debate around centering on Elton John

Video: Chris Ariens and Nick Gardner; Editor: Josh Rios

CANNES, France—John Lewis holiday ads are known for their powerful, emotionally resonant storytelling. And while the most recent Christmas spot—“The Boy and the Piano,” a retrospective of Elton John’s life—certainly fits the bill, the concept wasn’t an immediate hit with the team behind it.

@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."