Elton And The World of Advertising
Elton’s had a hand in numerous animated projects, including The Lion King, The Road to El Dorado, and Gnomeo & Juliet. In fact, an animated version of Elton was used to plug Captain Fantastic and the Brown Dirt Cowboy, his 1975 album.
As for other occasions when Elton pitched a product . . . .
• Elton and the late bass player, Dee Murray, once advertised Polytone musical instruments. Elton wore shorts for the print ad, while his bandmate opted for jeans. Incidentally, Polytone‘s photograph of the pair sold at Julien’s Auctions for $50.75 (well under the estimated $200-$300) in 2022.
According to TalkBass, Polytone was a small company which rarely got involved with marketing. But their products found favour with jazz musicians and accordion players.
• It wasn’t an accordion but a triangle that Elton played in a Doritos Super Bowl promo last year. He bested rapper Jack Harlow for Triangle Player of the Year.
• This wasn’t the first time Elton was seen during Super Bowl. In 1990, he and Paula Abdul were hired by Diet Coke, and sang ”just for the taste of it.”
• And in 2012, he wore a crown and sat on a throne while holding a medieval-style music competition. Elton finally approved of one contestant, Melanie Amaro, and offered her some Pepsi (as this was on behalf of the beverage company). He got a taste of how he treated others, though, when he was dropped into a dudgeon. Flavor Flav was down there, too.
• Rappers were featured other times, too. In 2018, Elton joined a rap battle with a poorly received rendition of Don’t Go Breaking My Heart. This was for Snickers’ You Aren’t You When You’re Hungry campaign. It ended with Elton turning into a hip-hop artist himself.
• Three years later, Elton teamed up with Lil Nas X for Uber Eats. They talked about what they planned to have for dinner in one spot; actually there were three made for Uber Eats. In the next ad, Lil Nas X wonders about his friend’s culinary preferences–ordering mayonnaise with fries. And last but not least, we see the rapper in a replica of Elton’s Muppet Show outfit (lots of feathers and sequins for a Crocodile Rock performance in the seventies). Elton, meanwhile, has donned pink cowboy attire–like Lil Nas X‘s attire for a promotional appearance. ”You look amazing,” each of them says.
• Speaking of clothes, Elton opted for a Richard James polka dot design for his Got Milk promo. He also wore the pink and yellow suit when he performed with Eminem at the 2001 Grammys.
• Elton plugged Sasson Jeans, the sponsor of his 44-date U.S. tour in 1984. Yet a couple of years ago, he told Vogue that he can’t stand denim (even if he wore jeans in the early seventies).
The New York Times reported that Sasson shelled out five million dollars for the advertising campaign. But some fans didn’t like Elton switching the words of Sad Songs (Say So Much) for Sasson Says So Much.
• Considering the Elton John AIDS Foundation‘s longevity, it was certainly appropriate when Elton appeared on behalf of MAC Cosmetics‘ Viva Glam line, as proceeds benefit HIV/AIDS victims. He was joined in the 2003 campaign by Mary J. Blige and Shirley Manson.
• With such a variety of imaginative commercials, Elton should have been a Clio award contender, don’t you think? Actually, an EJ promo did win their Music Gold category in 2018–Elton John Legacy, a short film which was played during the announcement of his final tour.
And there have been other recognitions. Last year’s Consumer Product Marketing award for Best Placement Product went to Elton and Charlotte Tilbury, after they came out with beauty products to benefit the EJAF. What’s more, the EJAF‘s Let Your Inner Elton Out social media campaign received an Anthem award in January. This offshot of the Webby awards honours people and organisations and brands aiming to inspire others to take action and create change.
And we can’t forget about the UK.
• In 2001, Elton sang Royal Mail’s praises, but also managed to plug his Songs From The West Coast album. The cover comes up on the screen as Elton checks out items to order online, and you can hear a bit of I Want Love in the background.
• In 2018, it was Your Song which kicked off Elton’s John Lewis Christmas commercial, comprised of highlights from his career and earning the star big bucks. According to the Mail on Sunday, Elton received five pounds–half of the advert’s £10 million budget.
It winds up with Elton as a young boy on Christmas, unwrapping the gift which started it all: a piano from his grandmother.
