John Lewis this morning dropped its much-anticipated Christmas advert starring Excitable Edgar the dragon.
Lasting two-and-a-half minutes long, the touchingly funny advert follows the story of Edgar and an adorable little girl named Ava.
The clip sees the friendly dragon struggle to contain his excitement for Christmas - which makes him breathe fire.
After destroying a giant Christmas tree, a snowman and the local ice rink, Ava is forced to help put a stop to Edgar's disastrous fire-breathing.
He is locked away to prevent him from ruining the holidays, but then Ava decides to gives Edgar the perfect gift of a Christmas pudding so that he can still take part in the village’s festive celebrations.
The heartwarming ad marks the first time the department store has joined with sister brand Waitrose for a Christmas advert.
Merchandise being sold at both John Lewis and Waitrose for the ad include a cuddly Excitable Edgar toy (£15), a Christmas story book (£9.99) and glow-in-the-dark pyjamas that are priced from £17.
There's also a selection of yummy Edgar treats like cupcakes, gingerbread biscuits and chocolates.
Eager shoppers can pick up the items in store and online at either John Lewis or Waitrose.
You’ll need to be fast, though, as previous years have seen the John Lewis Christmas ad products sell out super quick.
We've listed all of the Excitable Edgar items you can buy below.
Excitable Edgar Plush Soft Toy, £15
Excitable Edgar Christmas Book, £9.99
Excitable Edgar Children's 3D Wellington Boots, from £16
Excitable Edgar Children's 3D Boot Slippers, from £16
Excitable Edgar Children's 3D Glow In The Dark Pyjamas, from £17
Excitable Edgar Chocolate Gift Pack, £3.50
Excitable Edgar Gingerbread Biscuit, £1.50 each
Excitable Edgar Cupcakes, £2.50 for two
Find your nearest John Lewis using the online store locator.
You can also check where your nearest Waitrose supermarket is online.
