Sir Elton John takes centre stage in John Lewis Christmas advert

News

Sir Elton John takes centre stage in John Lewis Christmas advert

2018-11-16 14:28 Last Updated At：14:28

The eagerly-anticipated ad ends with a scene of a four-year-old Elton opening the gift of his grandmother’s piano on Christmas day.

Sir Elton John is the star of this year’s John Lewis Christmas advert with his performance of Your Song the soundtrack to a festive-tinged retrospective of his life and career.

The ad, called The Boy and the Piano, opens with a dressing-gown clad Sir Elton tapping out the opening notes to Your Song, his first major hit.

Viewers then follow the singer through key moments in his life, with scenes of him on stadium tours, travelling on a private jet, recording Your Song, playing the piano in a local pub and performing in a school recital.

The advert ends with a four-year-old Elton running down the stairs on Christmas morning and unwrapping his grandmother’s gift of her piano – a scene “inspired by real events” but involving “some creativity”, the department store said.

With the exception of the present-day opening scene featuring Sir Elton himself, actors take on the role of him at various stages of his life, while the images of the stadium based on a concert in Portland in the US were entirely recreated with computer-generated imagery.

It is the second of the retailer’s Christmas ads to feature Your Song after singer Ellie Goulding recorded a cover for the 2010 campaign.

Sir Elton said: “The John Lewis Christmas campaign has so many warm memories for me and my family.“It’s been a lovely opportunity for me to reflect on my life in music and the incredible journey I have been on, and how first playing my grandmother’s piano marks the moment when music came into my life.

“The ad is absolutely fantastic and I’ve truly loved every minute of being a part of it.”

John Lewis customer director Craig Inglis said: “The ad tells the story of why Elton’s piano was more than just a gift and we hope to remind customers of that special moment when they’ve given a gift at Christmas time that they know will be treasured forever.”

John Lewis addressed speculation about the cost of this year’s ad, describing reports that it had paid Sir Elton £5 million as “wildly inaccurate”.

It added that Sir Elton had requested that a portion of his fee be donated to the Elton John Charitable Trust when he was first approached to be involved.

The retailer, which reported a 98.8% profits crash for the first half of the year in September, said the ad was a “crucial part” of its overall marketing campaign and “one of the most effective marketing campaigns in the industry, delivering an excellent return on investment”.

John Lewis and Waitrose employees were given the first opportunity to share the two minute and 20 second ad at 6am on Thursday before its launch on the store’s social media channels, its website and in shops at 8am.

The ad first airs on television on Thursday at 9.15pm during ITV’s Dark Heart, although ITV viewers may have noticed that the theme tunes to some of the channel’s shows including Coronation Street and This Morning were played solely in piano notes on Wednesday to tease the advert’s premiere.

Customers at the retailer’s flagship Oxford Street branch can also step into a 2,000 square foot recreation of the ad production set to try on some of the costumes, listen to recordings from Elton John’s 17-11-70 album and have photos taken at the piano.

But shoppers might be disappointed to learn that there will be no plush toys available in Sir Elton’s likeness this year, with the retailer instead selling four pianos – two uprights for around £800 and two keyboards starting at £150 – and a range of vintage tour t-shirts.

Venice launches experiment to charge day-trippers an access fee in bid to combat over-tourism

2024-04-25 12:09 Last Updated At：13:42

VENICE, Italy (AP) — Under the gaze of the world’s media, the fragile lagoon city of Venice launches a pilot program Thursday to charge day-trippers a 5-euro (around $5.35) entry fee that authorities hope will discourage visitors from arriving on peak days and make the city more livable for its dwindling residents.

Signs advising arriving visitors of the new requirement for a test phase of 29 days through July have been erected outside the main train station and other points of arrival.

Some 200 stewards have been trained to politely walk anyone unaware of the fee through the process of downloading a QR code. A kiosk has been set up for those not equipped with a smartphone. Once past designated entry ports, officials will carry out random checks for QR codes that show the day-tripper tax has been paid or that the bearer is exempt.

Transgressors face fines 50 euros to 300 euros. The requirement applies only for people arriving between 8:30 a.m. and 4 p.m. Outside of those hours, access is free.

“We need to find a new balance between the tourists and residents,’’ said the city’s top tourism official, Simone Venturini. “We need to safeguard the spaces of the residents, of course, and we need to discourage the arrival of day-trippers on some particular days.”

Venice has long suffered under the pressure of over-tourism, but officials say that pre-pandemic estimates ranging from 25 million to 30 million visitors a year — including day-trippers — are not reliable and that the pilot project also aims to come up with more exact figures to help better manage the phenomenon.

By contrast, registered visitors spending the night last year numbered 4.6 million, according to city figures, down 16% from pre-pandemic highs.

Venturini said the city is strained when the number of day-trippers reaches 30,000 to 40,000. Its narrow alleyways are clogged with people and water taxis packed, making it difficult for residents to go about their business.

Not all residents, however, are persuaded of the efficacy of the new system in dissuading mass tourism, and say more attention needs to be paid to boosting the resident population and services they need.

Venice last year passed a telling milestone when the number of tourist beds exceeded for the first time the number of official residents, which is now below 50,000 in the historic center with its picturesque canals.

“Putting a ticket to enter a city will not decrease not even by one single unit the number of visitors that are coming,’’ said Tommaso Cacciari, an activist who organized a protest Thursday against the measure.

“You pay a ticket to take the metro, to go to a museum, an amusement park; you don’t pay a ticket to enter a city. This is the last symbolic step of a project of an idea of this municipal administration to kick residents out of Venice,” he said.

Venturini said about 6,000 people had already paid to download the QR code, and officials expect paid day-tripper arrivals Thursday to reach some 10,000.

More than 70,000 others have downloaded a QR code denoting an exemption, including to work in Venice or as a resident of the Veneto region. People staying in hotels in Venice, including in mainland districts like Marghera or Mestre, should also get a QR code attesting to their stay, which includes a hotel tax.

The tourist official says interest in Venice's pilot program has been keen from other places suffering from mass tourism, including other Italian art cities and cities abroad such as Barcelona and Amsterdam.