John Lewis has unveiled their 2019 Christmas advert and it has left viewers in tears as they watch Excitable Edgar, the little fire-breathing dragon, do his best to make the festive season as inclusive as possible for everyone.
This year, John Lewis has teamed up with Waitrose to deliver a message about the ‘gift of acceptance’. This marks an important step for John Lewis & Partners as this is the first time they have teamed up with Waitrose & Partners for a campaign.
Partner and Customer Director for John Lewis & Partners, Craig Inglis, spoke about the collaboration: “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.”
Partner and Customer Director for Waitrose & Partners, Martin George, added: “The magic of friendship and making our loved ones feel special, are some of the most wonderful things about this time of year.
“The Christmas pudding in the final scene is not just the showpiece of a spectacular feast which brings all the villagers together.
“It’s a reminder that a thoughtful gesture – whether that’s a delicious meal or a special gift – can mean so much.”
Featuring a cover of REO Speedwagon’s classic 80s power ballad ‘Can’t Fight This Feeling’, the song is covered by Dan Smith from Bastille.
In the advert, we meet Excitable Edgar who of course, is very excitable. When Edgar is not being ecstatically giddy, Edgar loves to breathe fire whenever he sees anything Christmas-related.
However, this causes havoc for the locals in the small, medieval village where Edgar lives. Due to the heat of Edgar’s firebreathing, the ice rink of the village melts and the trees are burnt to cinders.
Upset at not being able to take part in the Christmas festivities, Edgar thinks the best thing to do is hide away – so he doesn’t spoil it for the others. But this isolation doesn’t last long, thanks to a young girl who decides to befriend the friendly dragon and gift him with a present.
Edgar decides to present the gift as he attends a Christmas dinner, but the villagers are still apprehensive about his presence in case another disaster happens.
But this concern doesn’t remain forever, thanks to Edgar’s delicious present… a Christmas pudding. And of course, Edgar uses his firebreathing talents to set the pudding alight in style – much to the villagers’ delight.
After this, the villagers welcome Edgar back with open arms and everyone continues celebrating the most wonderful time of the year.
John Lewis’ 2018 Christmas advert titled The Boy and the Piano featured the legendary Elton John, with the advert taking a look back at his life growing up. Not everyone was a fan of this back to basic John Lewis advert though, especially after the heartwarming classics the company had previously released.
Thankfully, lovable Excitable Edgar appears to have put the company back on track when it comes to their Christmas adverts.
You will even be able to have an Excitable Edgar of your own as he will be available in stores, as a plush toy which includes some adorable slippers. Excitable Edgar the teddy also comes with a kids book that includes the heartwarming story from the advert.
Smith’s cover of ‘Can’t Fight This Feeling’ is now available to stream to your heart’s content.
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Aimee is a Media & Communications graduate from Birmingham City University with a passion for everything related to cats, milkshakes and Oreo-flavoured consumables. You will often find Aimee typing furiously equipped with a Greggs’ sausage roll and a gingerbread man.