November 19th, 2018
Last week, ITV has the exclusive first TV broadcast of the new John Lewis 2018 Christmas advertising campaign, The Boy & the Piano. Working with MGOMD to launch the highly anticipated ad, ITV has also created new versions of the title themes to some of the broadcaster's biggest shows, played on a piano.
Specially created piano versions of programmes' theme music have been played on Lorraine, This Morning, The Chase, Emmerdale and Coronation Street. The new themes debuted on-air yesterday to reflect the ad campaign launch and are being broadcast again today before reverting to the usual versions tomorrow.
The Boy & The Piano advert premieres on TV during Dark Heart tonight on ITV. It stars music icon Sir Elton John, and is set to the musician's first major hit Your Song, played on piano. The eagerly anticipated advert tells the classic story of how a thoughtful gift can become a very special part of your life.
In addition to the title music piano versions on some of ITV's biggest programmes, the broadcaster has also launched the John Lewis advert on the ITV Hub at the same time it was released on social media by John Lewis Partners (employees) this morning - the first time the Hub has hosted a stand-alone TV advert as a piece of video content. Plus a special behind the scenes film showing the making of the advert is also available to view exclusively on the Hub.
The title music piano versions were created under the supervision of ITV Music and arranged and performed by Harry The Piano and Paul Farrer, with additional arrangements by Tim Byrne and Sitting Duck.
The Boy & the Piano was created by advertising agency, adam&eveDDB with media planning and buying by Manning Gottlieb OMD. It was directed by Seb Edwards.
At ITV we aim to be ‘More than TV’ and the John Lewis Christmas advert is more than just a TV ad. Our theme music piano versions across our biggest programmes and our use of the ITV Hub to showcase the campaign shows the innovation and creativity that we can deliver to brands around the biggest advertising events of the year, and is testament to the work of numerous teams across the company.Simon Daglish, ITV Deputy Managing Director, Commercial