It is the most eagerly anticipated advert of the Christmas season.
And now the closely guarded secret is out, with this year’s John Lewis video featuring a young dragon called Edgar, who derails festivities with his fiery breath.
In his excitement about the season, Edgar unintentionally melts a snowman, dissolves an ice rink and burns down a Christmas tree in his fairy tale village.
The two-and-a-half minute ad called Excitable Edgar is the retailer’s first joint Christmas campaign with Waitrose, and also stars a young girl called Ava, Edgar’s best friend, who attempts to limit his damage.
The retailers declined to disclose the cost of the ad, saying that it was a “natural next step” in bringing the two brands together.
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It was filmed in Budapest with an extras cast of around 100 people and is set to a recording of EO Speedwagon’s Can’t Fight This Feeling by Dan Smith from the band Bastille.
The ad’s creators, the adam&eveDDB agency, said they were struggling to come up with the “perfect ending” until the idea of involving Waitrose led to the Christmas pudding finale.
Edgar locks himself away with guilt after ruining the villagers’ festivities.
But the story has a happy ending when Ava finally comes up with an idea of putting Edgar’s fire-breathing excitement to good use.
John Lewis customer director Craig Inglis said of the joint venture with Waitrose: “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.”
John Lewis’s Christmas advert has become a staple of the festive season, with many pronouncing the start of celebrations when they see it.
The ad follows big-budget campaigns from retailers including Argos, Asda, Amazon, Ikea and Sainsbury’s, with more expected in the coming days.
