In their first-ever joint Christmas campaign, John Lewis & Partners and Waitrose & Partners came together to create an ad which tells the heartwarming story of a little girl and her friendship with an excitable young dragon.
The tale of “Excitable Edgar” stars a bouncy young dragon who lives in a fairy-tale land and is befriended by an adorable red-haired girl named Ava. The trouble is, when he’s excited he can’t control his fire-breathing and sets about almost ruining Christmas by melting snowmen and ponds and scorching a Christmas tree. The townspeople get angry with him, and he retreats to his lair until Ava comes up with a bright idea—he’s the perfect one to light the Christmas pudding. The idea combines the themes of “thoughtful gifting” (John Lewis) and “thoughtful hosting” (Waitrose).
The two-minute 30-second film by Adam&eveDDB/DDB is set to the REO Speedwagon track “Can’t Fight This Feeling,” covered by Dan Smith of British alt-rock band Bastille.
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