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Creative

John Lewis Introduces Edgar the Excitable Dragon in Adorable Christmas Ad

The festive film is directed by Dougal Wilson is soundtracked by a cover of the iconic 'Can't Fight This Feeling' by Bastille's Dan Smith

John Lewis Introduces Edgar the Excitable Dragon in Adorable Christmas Ad

In their first ever joint Christmas campaign, John Lewis & Partners and Waitrose & Partners have come together to create an advert which tells the heartwarming story of a little girl and her friendship with an excitable young dragon. 

‘Excitable Edgar’ is a two minute thirty second advert set to the iconic song ‘Can’t fight this feeling’ by REO Speedwagon and re-recorded by Dan Smith, lead singer of the band Bastille. It centres around the theme of bringing people together at Christmas time through delicious food and thoughtful gifts, which show loved ones how much you care. 

You can watch the spot in full below:

The story follows a little girl, Ava, who is eagerly preparing for Christmas along with her family and friends. This includes an enthusiastic dragon called Edgar who, unable to contain his excitement for the festivities, is finding it increasingly hard to control his instinct to breathe fire. 

The ad follows the pair as they attempt to join in with seasonal activities - with some unexpected consequences. Ice-skating is brought to a standstill when Edgar, in his festive excitement, accidentally melts the ice-rink. A carefully built snowman is reduced to a puddle and the annual dressing of the village Christmas tree ends in disaster 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 perfect gift - a delicious Christmas pudding - which ensures he plays a unique role in the spectacular village feast, lighting up Christmas in his own special way. 

Martin George, Partner and Customer Director, Waitrose & Partners, said: “The magic of friendship and making our loved ones feel special, are some of the most wonderful things about this time of year. 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.” 

Craig Inglis, Partner and Customer Director, John Lewis & Partners, 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.”

Dan Smith, lead singer of alt-pop band Bastille said; “It’s so great to be asked to be part of this year’s John Lewis Christmas ad. As a band we’ve always had a lot of fun putting a twist on classic songs, and it’s been so good to be a part of this orchestral version of an eighties classic. We’re hoping we get an Edgar for Christmas too!”

From 6.00am on Thursday 14 November, Partners at both John Lewis and Waitrose were the first to share the advert on their social media channels using the hashtag #WeArePartners and #ExcitableEdgar. The advert has launched on both brands’ social media channels and on Johnlewis.com and Waitrose.com at 7.00am this morning. 

The ad will first air on television during ITV’s The X Factor: Celebrity on Saturday 16 November. 

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CREDITS
Brand

Customer Director, John Lewis & Partners: Craig Inglis

Marketing Director, John Lewis & Partners: Becky Brock

Senior Marketing Manager, John Lewis & Partners: Emma Wood

Marketing Manager, John Lewis & Partners: Holly Kicul

Customer Director, Waitrose & Partners: Martin George

Head of Marketing, Waitrose & Partners: Rupert Ellwood

Senior Marketing Manager, Waitrose & Partners: Joanne Massey

Marketing Manager, Waitrose & Partners: James Ward

Creative Agency

AGENCY: ADAM&EVEDDB

Chief Creative Officer: Richard Brim

Joint Chief Executive Officer: Tammy Einav

Managing Director: Paul Billingsley

Creative Director: Matt Gay

Creative: Simon Lloyd

Agency TV Producer: Sally Pritchett

Agency Integrated Producer: Hayley Carter

Digital Producer: Chris Battye

Assistant Digital Producer: Claire Peacock

Project Manager: Amy Waldman

Executive Content Director: Simon Adamson

Head of Content: Jessica Taylor

Social Media Director: Rebecca Wilson

Social Media Manager: Francesca Jaconelli

Social Media Executive: Phoebe Wright

Designer and Typographer: Sam Stabler, Paul Knowles

Head of Integrated Production: Ben Sharpe, Cave Ellson

Executive Strategy Director: Martin Beverley

Business Director: Sam Brown

Account Directors: Skye Stoppani, Rob Jones

Account Manager: Alice Lowden

Business Affairs: Dolores King, Lois Edwards

Legal Counsel: Annika Patel, Trine Odin

Media

MEDIA COMPANY:

Media agency: Manning Gottlieb OMD

Business Director: Andrew Darby

Account Directors: Lauren Ashford, Emma Hawkins

AV Media Planners: Gabriella Michalski, Becci Wilson

Social Media Planners: Gilad Mandelboim, Ioannis Pelekis

Production

FILM PRODUCTION COMPANY: Blink Productions

Director: Dougal Wilson

Producer: Ewen Brown

Production Manager: Ellie Britton

D.O.P: Joost van Gelder

Production Designer: Andy Kelly

Costume Designer: Rebecca Rich

Food Stylist: Katie Giovanni

Film Laboratory/Final Scans: Cinelab London

Post Production

POST PRODUCTION COMPANY: Untold Studios

Creative Director VFX: Diarmid Harrison-Murray

VFX Supervisors: Alex Gabucci, Amir Bazazi

Animation Supervisor: Tim van Hussen

Executive Producer VFX: Ian Berry

ECD Untold Studios: Neil Davies

VFX Team

Producer VFX: Nell Lloyd-Malcolm

Asset Lead: Michael Diprose

Rigging Artists: Aaron Hopwood, Daniel Kmet, Joffrey Zeitouni, Nicolas Seck, Sauce Villas, Jakub Krompolc

Comp Artists: Denis Krez, Doruk Saglam, Gustavo Ribeiro, Luke Massingberd, Matthew (Wispy) Clarke. Thiago Vilas Boas, Julie Cruette

CG Artists: Amandine Comes, Andreu Lucio, Annie Rowland, Ardahan Sernaz, Baptist Jaquemet, Cindy Libbrecht, Daniel Longe, Emre Sumer, Kenny Ip, Manon Cauzid, Marc Picco, Marcel Ruegenberg, Platon Filimonov, Ran Manolov, Simon Legrand, Yaz Raji

DMP/Concept Artists: Aurelian Ronceray, Fabio Santoro, Lino Khay, Therese Larsson

Colourist: Jean-Clément Soret @ MPC

Editing Company: Final Cut

Editor: Joe Guest

Music Supervisor: Leland Music

Sound Design & Mix: Anthony Moore, Factory

Audio Producer: Lucy Sprong

Song: Can't Fight This Feeling

Artist: Bastille

Writer: Kevin Cronin

Producer / Arranger: Mara Carlyle and Hugh Brunt

Record Label: Universal Music

BTS: Ronan Pollock

Category: Retail Stores , Retail and Restaurants