John Lewis continues its tradition of tugging at heartstrings with its latest Christmas campaign, which features an adorable young dragon named Edgar. Teaming up with Waitrose for the first time, the joint ad tells a touching story of friendship and celebration that is perfect for the holiday season.
In the 150-second spot titled “Excitable Edgar,” viewers are introduced to Ava and her lovable dragon companion as they get ready for Christmas. Accompanied by the classic song ‘Can’t Fight This Feeling’ by REO Speedwagon, the ad emphasizes the power of bringing people together through shared meals and thoughtful gestures.
While sentimental moments are plentiful in holiday ads, “Excitable Edgar” injects a dose of humor with Edgar’s comical mishaps while attempting to participate in festive activities. From causing chaos on an ice skating rink to accidentally wrecking decorations, Edgar’s enthusiasm knows no bounds, leading to laughter and charm.
The ad wraps up on a heartwarming note as Ava finds a way to involve Edgar in the Christmas festivities, promoting themes of inclusion and camaraderie. Building on the campaign’s success, John Lewis has launched a range of merchandise inspired by the ad, including a plush Edgar toy, a storybook, kids’ pajamas, rain boots, and slippers.
With its online debut and scheduled appearance during ITV’s The X Factor: Celebrity, John Lewis’ Christmas ad is poised to enchant audiences with its endearing story, delightful characters, and joyful essence. Embrace the spirit of the season with this heartwarming tale of friendship and celebration.
For more information about the campaign, visit the official John Lewis website here. To shop the exclusive “Excitable Edgar” merchandise, explore the collection at Waitrose & Partners here.
