An Excitable Dragon is the Star of John Lewis’s First Joint Christmas Ad with Waitrose

This Christmas, adam&eveDDB helped unite two beloved brands, John Lewis & Partners and Waitrose & Partners, for their first Christmas together — with a little help from one very excited dragon.

The creative idea for this joint effort combines “thoughtful gifting” (John Lewis) and “thoughtful hosting” (Waitrose). “Excitable Edgar” is a significant turning point in the brands’ integration, because it progresses the John Lewis Christmas ad, which has long been a highly anticipated cornerstone of the festive season. The story of Edgar had been an idea for some time, but the combination of the two brands was what made it work this year.

Watch the “Excitable Edgar” film in Campaign.

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