In their first ever joint Christmas campaign, John Lewis & Partners and Waitrose & Partners have come together to create an advert which tells the story of a girl and her friendship with an young dragon.
From 6am today (Thursday November 14), staff at both John Lewis and Waitrose were the first to share the advert on their social media channels using the hashtag #WeArePartners and #ExcitableEdgar. It was then launched on both brands’ social media channels and on Johnlewis.com and Waitrose.com at 7am this morning.
The ad will first air on television during ITV’s ‘The X Factor: Celebrity’ on Saturday November 16.
‘Excitable Edgar’ is a two minute 30 second advert set to the song ‘Can’t fight this feeling’ by REO Speedwagon and re-recorded by the band Bastille.
The retailers said: ‘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.
‘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, customer director of Waitrose & Partners, commented: “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, customer director of John Lewis & Partners, added: “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.”
The campaign will be shown in cinemas, television advert breaks, video-on-demand platforms and catch-up services. In a media and industry first, a set of bespoke Edgar Animations have been created to appear throughout December within ITV editorial and programme announcements, showing him getting excited about some of the biggest Christmas TV moments in 2019. This will be supported with other activity across social media and John Lewis Partnership websites. A behind-the-scenes film will also appear on the ITV Hub.
The campaign will also include individually branded TV product adverts, which will feature throughout November and December. These include: Cuddly Edgar toy (£15), Excitable Edgar Story Book (£9.99), Waitrose & Partners No.1 12 Months Matured Christmas Pudding 400g (£8), Edgar character children’s pyjamas (£17-£19), Edgar character children’s wellington boots (£16-£19), Edgar character children’s slippers (£16-£19), Edgar Cupcake (£2.50 for a pack of two), Chocolate Edgars (£3.50 for a pack of four) and Edgar Gingerbread Biscuit (£1.50).
The John Lewis Partnership owns and operates department store group John Lewis & Partners and supermarket chain Waitrose & Partners.
To view the advert, click here