If you were watching ITV yesterday, you probably noticed that the theme tunes to your favourite shows had changed a little.
Everything from This Morning and The Chase to Emmerdale and Coronation Street was suddenly switched up.
The usual sounds were replaced by piano playing the familiar tunes.
Phillip Schofield referenced it on yesterday’s show, explaining all would become clear later in the week.
ITV also teased on social media earlier that this would be happening, and also explained we’d find out at 9.15pm today what the reason was.
The title music of some of our shows has been given a piano twist today – all will be revealed tomorrow.
— ITV Media (@itvmedia) 14 November 2018
But many people didn’t see the message and were baffled, not to mention annoyed in many cases, by the change to their usual transmissions!
What’s with the itv piano music???
— White (@JebusWhite) 14 November 2018
Right, WTF is piano intro 2 all the soaps on ITV all about?
— Steff morrow (@rsmorrow1964) 14 November 2018
Ok @itv what is going on with this stupid piano music first #emmerdale now #coronationstreet 🙄 it’s crap
— Deirdre Scott (@Deirsco) 14 November 2018
I don’t understand..what’s going on with itv?! Every theme tune is a piano type theme ??
— 👑👑👑 (@PrincessOfPink7) 14 November 2018
Indeed, there was frustration up and down the land… although lots of people had a theory about what was going on.
Read more: Corrie fans thrilled by comedy cameo
Plenty of viewers speculated the same thing though… that 9.15pm tonight will see the first screening of a certain Christmas TV advert.
Intriguing… all of this evening’s ITV theme tunes are played by piano this evening, with an explanation appearing tomorrow at 9.15pm. This has to be the TV premiere of the new John Lewis ad!
— Christmas UK (@Christmas_UK) 14 November 2018
The piano solo of #Corrie will be interesting. I guess we’ll hear it in about 10 mins. The John Lewis Christmas advert launch is the most likely explanation #ITV @itv @itvcorrie
— Alan Crabtree (@AlanCrabtree1) 14 November 2018
All itv programmes have the piano tunes today seemingly to do with the Christmas John Lewis advert which will be revealed tomorrow #TheChase
— ROBYN (@robthebiatch) 14 November 2018
Hoping the piano theme tunes on @itv is to do with John Lewis bc WE ALL KNOW HOW MUCH I LOVE THE ADVERTS pic.twitter.com/D3FBBjHrnt
— Rhiane (@RhianeisaCloud) 14 November 2018
And clever people they are, for the piano ‘interludes’ were indeed heralding the arrival of the John Lewis advert, which features that famous piano man Sir Elton John.
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We know where we’ll be tomorrow at 9.15pm tonight! What do you think of this year’s choice from the High Street giant? Leave us a comment on our Facebook page @EntertainmentDailyFix and let us know what you think.