// John Lewis has revealed its Christmas advert for 2019
// It’s also the first time John Lewis has teamed up with Waitrose for its festive campaign, and Bastille sings the soundtrack
// Excitable Edgar is about Ava and a dragon called Edgar who, unable to contain his excitement for Christmas, can’t control his instinct to breathe fire
John Lewis has enlisted the help of pop-rock band Bastille for its first ever joint Christmas advert with stablemate Waitrose.
The two retailers, which are owned by the John Lewis Partnership, have come together to create an advert which tells the story of a little girl named Ava and her friendship with an excitable young dragon named Edgar.
Excitable Edgar is a 2min and 30 second advert set to the iconic song Can’t Fight This Feeling by REO Speedwagon, which is covered by Bastille.
https://youtu.be/r9D-uvKih_k
Excitable Edgar attempts to merge the offerings of John Lewis and Waitrose in one advert by the way it centres around the theme of bringing loved ones together at Christmas through food and gifts.
The story follows Ava and an enthusiastic dragon called Edgar who, unable to contain his excitement for the festivities, finds it hard to control his instinct to breathe fire.
The advert follows the pair as they attempt to join in with seasonal activities – with some unexpected consequences.
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Ice-skating is brought to a standstill when Edgar, in his festive excitement, accidentally melts the ice-rink, while a snowman is reduced to a puddle and the annual dressing of the village Christmas tree literally goes up in flames once Edgar is involved.
Worried he will ruin the Christmas festivities even further, Edgar shuts himself away. But his best friend Ava dreams up the ideal way to show Edgar how much she cares about him.
She presents him with the gift of a Christmas pudding – which ensures he can play a unique role in the village feast by lighting up Christmas in his own unique way.
“The magic of friendship and making our loved ones feel special, are some of the most wonderful things about this time of year,” Waitrose customer director Martin George said.
“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.”
John Lewis customer director Craig Inglis said: “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 and Waitrose have already shared it on their social media channels, but the advert will have its TV debut during ITV’s The X Factor: Celebrity on November 16.
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