Christmas is here.
Deck the halls with boughs of holly, the wait is finally over, as UK retailer John Lewis has released the most hotly-anticipated Christmas advert of the year.
This year's campaign, a joint venture with Waitrose, tells the tale of an excitable dragon called Edgar who unintentionally sparks chaos as he strives to be accepted by his village.
Set in a fairy tale medieval village to a cover of REO Speedwagon’s song by Bastille’s Dan Smith, the short piece documents the heartwarming friendship between “Excitable Edgar” and a young girl called Ava as they and their community prepare for the festive period.
As is implied by his name, Edgar becomes overly excited during festive activities, causing him to unintentionally breathe fire, which subsequently causes mayhem.
A forlorn Edgar shuts himself away due to his differences until a bright Ava figures out the perfect gift for the dragon, which they present together at a Christmas feast being attended by their neighbours.
When Edgar first walks into the room where the dinner is being held, the village residents appear afraid that the dragon is going to cause another fire.
Excitable Edgar puts their fears to rest when he unveils the Christmas pudding gifted to him by Ava and sets it alight, prompting cheers and applause.
I hear a few of you have been talking about me? That explains why my ears are burning! I’m #ExcitableEdgar, star of this year’s Christmas advert from John Lewis & Partners and Waitrose & Partners! You can watch my adventure in full over on @jlandpartners and @waitrose now pic.twitter.com/FpMwRkoTBa— Excitable Edgar (@ExcitableEdgar) November 14, 2019
The long-awaited release of Christmas adverts has become an annual cultural event, with numerous companies vying to raise the bar with campaigns that tug at the heartstrings.
John Lewis is widely regarded as the store to beat, with previous viral campaigns including “The Long Wait”, “The Bear and The Hare” and “The Journey”.
Craig Inglis, partner and customer director of John Lewis & Partners, added that the tale of Excitable Edgar is a “story of how someone goes the extra mile for their best friend to give just the right gift”.
“It’s a funny, heartwarming story that will resonate with our customers as they seek out the perfect gifts for their loved ones this Christmas,” Mr Inglis stated.