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The retailer’s festive advert has the singer recalling heartwarming memories. What if it had focused on some of the artist’s less endearing moments?

The 2018 John Lewis ad is heartwarming. Elton John sits alone at his piano, playing Your Song while moments of his life flash before his eyes. He sings in a stadium, he sings in the studio, he sings in a pub, he sings at a school concert. It’s a very sweet advert with a very simple message: somebody better call Elton John an ambulance right away, because this is exactly the sort of thing that happens right before you die.

In fact, the advert is probably too heartwarming. Just a few weeks ago, the Queen biopic Bohemian Rhapsody was heavily criticised for its toothless portrayal of Freddie Mercury’s worst excesses, and the same could be said for the John Lewis advert. Elton John isn’t a great pop star because he sings songs about little dancers, crocodiles that rock and being able to stand up. No, Elton John is a great pop star because he is knotty and complicated and, well, a bit of a dick sometimes.

Related: Elton John's 50 greatest songs – ranked!

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