It’s not that the Long Island troubadour/Hamptons mascot hasn’t licensed his songs before — Bossom Buddies, Freaks & Geeks, and Dave’s World are a few on the list of Billy’s beneficiaries — but the piano man has never given over his song to an advert until now, and the results are impressive. Upscale UK retailer John Lewis secured a cover of the sincere wedding-staple “She’s Always A Woman” from the sincerely voiced Guillemots frontman Fyfe Dangerfield; within six days YouTube viewers logged 130,000 plays (nearly 300,000 now). And for good reason: It’s a touching little spot. Here’s to life/Fyfe:

Now Fyfe’s cover is available on iTunes … if you live in the UK. If you’re a patron of the U.S. store, you’ll just have to get to know The Stranger.