John Lewis bosses apologised for making children cry with their heartbreaking Excitable Edgar advert.
Both kids and adults have been reduced to tears over the plight of the hapless dragon in the company's 2019 festive offering.
Edgar is seen being shunned by villagers after accidentally burning down their decorations, before being redeemed with a job lighting up a Christmas pudding.
The advert, which was launched online this morning, was too much for some and they took to Twitter to tell John Lewis bosses how much it had upset them.
JL staff replied and apologised for making so many children and grown-ups cry, insisting they hoped they were happy tears by the end.
One fan confessed their toddler was upset over the snowman scene because they thought the dragon had melted a character from Disney film Frozen.
They wrote: "Absolutely love Edgar. Unfortunately my 2 year old is distraught that Edgar melted Olaf."
A post on the John Lewis Twitter account replied: "Oh no, Emma! Sorry to hear that your little one was unhappy with Edgar, he was only trying to [help] Olaf.
"I'll have a word with Edgar; I hope he changes his ways, or Elsa he will be sent to the naughty corner!"
Another tweeted: "When your 5 year old crys at a John Lewis advert you know it must be a good one!"
A post on the John Lewis Twitter account replied: "I hope they were happy tears, Andrew!
"Edgar didn't cause any harm to the villagers (although we are still without a tree...). I hope you and your little one have a great day!"
Another fan tweeted: "This is too SAD. The happy ending doesn't make up for the rest of it being so sad. Poor Edgar."
JL replied: " Oh no Sylvia, I'm sorry you found our new advert so sad.
"We wanted to warm your heart and reassure everyone there's lot's of friends out there waiting to be found just like our gorgeous #ExcitableEdgar ."
When one viewer said they had been reduced to tears, the JL account responded: "I'm sorry to hear that you've been reduced to tears!
"I would offer a tissue, but unfortunately, our Edgar has torched through the lot! - have a great morning."
Excitable Edgar was created by ad agency adam&eveDDB, who were the people behind John Lewis' 2011 ad about the little boy who couldn't wait for Christmas.
The emotive soundtrack is provided by Dan Smith of pop band Bastille, who performed a cover of REO Speedwagon's Can't Fight This Feeling.
As ever, it's likely the song will be in the running for the coveted Christmas No1 spot.
The advert was filmed in Budapest, Hungary across two weeks in August.
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