The 2019 John Lewis Christmas advert is finally here and the star is really cute and lovable.
Excitable Edgar is a young dragon who almost derails festivities in his fire-breathing excitement but in the end saves the day with his Christmas pudding-warming skills.
The eagerly-anticipated ad, once again made by adam&eveDDB agency, is a return to familiar territory for John Lewis, which ended a decade of heart-warming tearjerkers featuring loveable animals and charming children last year with a star turn from Sir Elton John .
Excitable Edgar is set to a recording of REO Speedwagon's Can't Fight This Feeling which is sung by Dan Smith from the band Bastille. It was filmed over two weeks in Budapest with an extras cast of around 100 people.
The advert was live on social media from Thursday, November 14 and will air for the first time on TV during ITV's The X Factor on Saturday, November 16 .
It follows Edgar as his excitement about festivities in his village sees him accidentally melting the ice-rink, reducing a snowman to a puddle and setting fire to a Christmas tree as his anxious friend Ava looks on.
Edgar finally shuts himself away in despair, but Ava encourages him to rejoin the village with the gift of a Christmas pudding, which allows him to put his fire-breathing skills to perfect use.
The ad's creators said they were struggling to come up with the "perfect ending" until the idea of involving Waitrose led to the Christmas pudding finale.
As in previous years, the ad encourages engagement with a good cause. This year it is food poverty charity FareShare, with "feasts" to be held in John Lewis shops and community venues ahead of Christmas.
A full range of Edgar merchandise is available, including a £15 cuddly toy, a Waitrose & Partners No.1 12 Months Matured Christmas Pudding for £8, as well as Waitrose Edgar cupcakes, 'Chocolate Edgars' and a £1.50 gingerbread biscuit.
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' ad follows big-budget campaigns from retailers, including Argos, Asda, Amazon, Ikea and Sainsbury's, with more expected to follow over the weekend.
