This year's offering, The Boy & The Piano tells the story of "why some gifts are more than just a gift" and sees Sir Elton John getting his very first piano as a child. For now you can view it via one of John Lewis' partners.
While the ad is of course still just an ad, which The Telegraph notes is created to promote the fact that John Lewis is selling pianos for the first time in 70 years, it's an excellent reminder that gifts can be powerful things.
In a statement the singer said: "The John Lewis Christmas campaign has so many warm memories for me and my family".
Some even claimed the advert was a thinly veiled promotion for upcoming biopic Rocketman, featuring Taron Egerton as Sir Elton. We are so ready to step into Christmas... "Poor effort this year, I'm afraid".
Earlier this year, reports speculated that John Lewis had paid Elton John £5m to feature in the Christmas ad.
Others disagreed, and commended the advert's message. And how that gift inspired, changed and influenced the course of a little boy's life.
Meanwhile one Twitter user spotted an opportunity for Christmas jokes thanks to the advert's song choice.
Viewers tuning into ITV on Wednesday 14 November were left confused when the theme tunes of a number of evening shows, including The Chase and Coronation Street, were changed.
John Lewis declined to comment again today.
It's also the first time since the 1950s that pianos have been out on the shop floor at John Lewis, which is another moving touch - Christmas is all about nostalgia, after all.