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Excitable Edgar: John Lewis releases its Christmas advert featuring dragon | UK News

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It is the most eagerly anticipated advert of the Christmas season.

And now the closely guarded secret is out, with this year’s John Lewis video featuring a young dragon called Edgar, who derails festivities with his fire-breathing excitement.

In his excitement about the season, Edgar unintentionally melts a snowman, dissolves an ice rink and burns down a Christmas tree in his village.

John Lewis Christmas advert
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Ava, Edgar’s best friend, attempts to limit Edgar’s unintentional damage

The two-and-a-half minute ad called Excitable Edgar is the retailer’s first joint Christmas campaign with Waitrose, and also stars a young girl called Ava, Edgar’s best friend, who attempts to limit his damage.

The retailers declined to disclose the cost of the ad, saying that it was a “natural next step” in bringing the two brands together.

It was filmed in Budapest with an extras cast of around 100 people and is set to a recording of EO Speedwagon’s Can’t Fight This Feeling by Dan Smith from the band Bastille.

The ad’s creators, the adam&eveDDB agency, said they were struggling to come up with the “perfect ending” until the idea of involving Waitrose led to the Christmas pudding finale.

The story has a happy ending when Ava finally comes up with an idea of putting Edgar’s fiery breath to good use.

John Lewis Christmas advert
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Edgar cannot contain his excitement about the festive season

John Lewis customer director Craig Inglis said of the joint venture with Waitrose: “I’m delighted our two brands have come together for this year’s Christmas campaign.

“It started from a spark of an idea – a little dragon’s excitement about Christmas – and became the story of how someone goes the extra mile for their best friend to give just the right gift.

“It’s a funny, heart-warming story that will resonate with our customers as they seek out the perfect gifts for their loved ones this Christmas.”

John Lewis’s Christmas advert has become a staple of the festive season, with many pronouncing the start of celebrations when they see it.

The ad follows big-budget campaigns from retailers including Argos, Asda, Amazon, Ikea and Sainsbury’s, with more expected in the coming days.

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