Published: Thu, November 14, 2019
Life&Culture | By Sue Mclaughlin

New John Lewis Christmas advert introduces dragon Excitable Edgar

New John Lewis Christmas advert introduces dragon Excitable Edgar

Excitable Edgar is set to a version of REO Speedwagon's Can't Fight This Feeling by Dan Smith from the band Bastille, and was filmed over two weeks in Budapest with an extras cast of around 100 people.

This time round, they've teamed up with Waitrose to bring to you "Excitable Edgar", a heartwarming story about a girl and her friendship with an enthusiastic little dragon.

However, best friend Ava finds a gift for the dragon - a Christmas pudding - that ensures his fire breathing will play a special part in the village's Christmas feast.

John Lewis" much anticipated Christmas advert has introduced the world to "Excitable Edgar'.

It follows Edgar as he accidentally melts the ice-rink, reduces a snowman to a puddle and sets fire to a Christmas tree.

A scorching score it might not be, but we get a musical vignette rich in sentiment and subtle seasonal orchestration - with a baroque trumpet as a very welcome musical stocking filler.

Many have flocked to Twitter to comment on the video, with one saying: "Casually sat crying at the new John Lewis advert #ExcitableEdgar".

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Edgar is given a special gift for Christmas.

A dragon called Edgar nearly derails the festivities in his fire-breathing excitement for Christmas, in the first ever joint Christmas campaign by John Lewis and Waitrose.

Martin George, partner and customer director at Waitrose, said: "The magic of friendship and making our loved ones feel special, are some of the most wonderful things about this time of year".

The dragon's embarrassment forces him to hide away in shame until Ava helps him gain acceptance with his handy talent for lighting Christmas pudding.

Past ads include "The Long Wait" - soundtracked by Slow Moving Millie's cover of The Smiths" song "Please, Please, Please, Let Me Get What I Want' - telling the story of a young boy impatiently waiting for Christmas. The tagline read "For gifts you can't wait to give". Last year's tracked the life and career of Elton John from boyhood to adulthood ('Rocketman' much?).

"It's a amusing, heart-warming story that will resonate with our customers as they seek out the ideal gifts for their loved ones this Christmas".

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