John Lewis and Waitrose Launch Christmas Ad with ‘Excitable Edgar’ the Dragon

John Lewis and Waitrose have partnered to launch a Christmas ad this season featuring the story of a young dragon who keeps ruining Christmas, albeit unintentionally.

Created by adam&eveDDB, the two-and-a-half-minute spot is set to a remake of REO Speedwagon’s “Can’t Fight This Feeling Anymore” by Bastille and follows the exploits of a young girl, Ava, and her friend Edgar, the dragon who struggles to control his instinct to breathe fire – which, as you might guess,


The spot was directed by Dougal Wilson who was also at the helm of a number of the John Lewis Christmas ads, including the “The Long Wait” and “Monty the Penguin” from 2011 and 2014, Wilson also directed John Lewis and Waitrose’s wonderful “Bohemian Rhapsody” spot last summer.

“The magic of friendship and making our loved ones feel special, are some of the most wonderful things about this time of year,” said Martin George, partner and customer director, Waitrose & Partners. “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.”

If the ad is not enough to satiate your Edgar fix, the brand is selling a variety of products featuring the young dragon, including pajamas and chocolates.


Customer Director, John Lewis & Partners: Craig Inglis
Marketing Director, John Lewis & Partners: Becky Brock
Senior Marketing Manager, John Lewis & Partners: Emma Wood
Marketing Manager, John Lewis & Partners: Holly Kicul
Customer Director, Waitrose & Partners: Martin George
Head of Marketing, Waitrose & Partners: Rupert Ellwood
Senior Marketing Manager, Waitrose & Partners: Joanne Massey
Marketing Manager, Waitrose & Partners: James Ward


Chief Creative Officer: Richard Brim
Joint Chief Executive Officer: Tammy Einav
Managing Director: Paul Billingsley
Creative Director: Matt Gay
Creative: Simon Lloyd
Agency TV Producer: Sally Pritchett
Agency Integrated Producer: Hayley Carter
Digital Producer: Chris Battye
Assistant Digital Producer: Claire Peacock
Project Manager: Amy Waldman
Executive Content Director: Simon Adamson
Head of Content: Jessica Taylor
Social Media Director: Rebecca Wilson
Social Media Manager: Francesca Jaconelli
Social Media Executive: Phoebe Wright
Designer and Typographer: Sam Stabler, Paul Knowles
Head of Integrated Production: Ben Sharpe, Cave Ellson
Executive Strategy Director: Martin Beverley
Business Director: Sam Brown
Account Directors: Skye Stoppani, Rob Jones
Account Manager: Alice Lowden
Business Affairs: Dolores King, Lois Edwards
Legal Counsel: Annika Patel, Trine Odin

Media agency: Manning Gottlieb OMD
Business Director: Andrew Darby
Account Directors: Lauren Ashford, Emma Hawkins
AV Media Planners: Gabriella Michalski, Becci Wilson
Social Media Planners: Gilad Mandelboim, Ioannis Pelekis

Director: Dougal Wilson
Producer: Ewen Brown
Production Manager: Ellie Britton
D.O.P: Joost van Gelder
Production Designer: Andy Kelly
Costume Designer: Rebecca Rich
Food Stylist: Katie Giovanni

Creative Director VFX: Diarmid Harrison-Murray
VFX Supervisors: Alex Gabucci, Amir Bazazi
Animation Supervisor: Tim van Hussen
Executive Producer VFX: Ian Berry
ECD Untold Studios: Neil Davies
Producer VFX: Nell Lloyd-Malcolm
Asset Lead: Michael Diprose
Rigging Artists: Aaron Hopwood, Daniel Kmet, Joffrey Zeitouni, Nicolas Seck, Sauce Villas, Jakub Krompolc
Comp Artists: Denis Krez, Doruk Saglam, Gustavo Ribeiro, Luke Massingberd, Matthew (Wispy) Clarke. Thiago Vilas Boas, Julie Cruette
CG Artists: Amandine Comes, Andreu Lucio, Annie Rowland, Ardahan Sernaz, Baptist Jaquemet, Cindy Libbrecht, Daniel Longe, Emre Sumer, Kenny Ip, Manon Cauzid, Marc Picco, Marcel Ruegenberg, Platon Filimonov, Ran Manolov, Simon Legrand, Yaz Raji
DMP/Concept Artists: Aurelian Ronceray, Fabio Santoro, Lino Khay, Therese Larsson
Colourist: Jean-Clément Soret @ MPC
Editing Company: Final Cut
Editor: Joe Guest
Music Supervisor: Leland Music
Sound Design & Mix: Anthony Moore, Factory
Audio Producer: Lucy Sprong
Song: Can’t Fight This Feeling
Artist: Bastille
Writer: Kevin Cronin
Producer / Arranger: Mara Carlyle and Hugh Brunt
Record Label: Universal Music
BTS: Ronan Pollock

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