There are a few things which hammer home the fact that the festive season is upon us quite like the release of the new John Lewis Christmas advert.
Well, it's that time again.
This year's offering was released this morning and it tells the heart-warming tale of Excitable Edgar – the adorable dragon who has accidentally been causing some bother in his village.
After the shame of his mistakes lead to him shutting himself away for a while, he is finally able to redeem himself thanks to the help of best friend Ava.
The advert is set to a cover of 1980s REO Speedwagon track Can't Fight This Feeling by Bastille's Dan Smith and was filmed across two weeks in Budapest with around 100 extras.
For the first time John Lewis has partnered up with Waitrose, and 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."
You can watch the advert in full using our player above. So what do you think of this year's offering? Feel free to let us know in the comments.
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