John Lewis introduces Excitable Edgar in 2019 Christmas ad

Dragons, accidental arson, and a happy ending – plus new plush and kids’ gifts launched in-store – as the retailer unveils its annual commercial tearjerker

Written by Rhys Thomas

Posted 14.11.2019 | Retail

John Lewis introduces Excitable Edgar in 2019 Christmas ad thumbnail

John Lewis has released its Christmas advert for the year, the heartwarming story of a young girl’s friendship with an enthusiastic and eager young dragon called Excitable Edgar.

The two-minute-thirty-second advert follows Ava, the little girl, and her dragon companion who is so excited for Christmas he accidentally causes havoc with his fiery breath. He melts a snowman, reduces the ice rink to a puddle and, well, you can guess what happens to the town’s Christmas tree.

Worried he’ll ruin Christmas for everyone, Eager Edgar shuts himself away, but is cheered up when Eva takes him to the yuletide feast where he can put his special talent to good use by lighting the Christmas pudding – a Waitrose one, at that.


As is tradition, Excitable Edgar will make his way to the retail group’s toy shelves in the run up to Christmas, following in the footsteps of Monty the penguin and other mascots of John Lewis Christmas ads past. An Excitable Edgar plush toy will sell for £15, and shoppers can also snag a glow-in-the-dark pyjama set, slippers, a story book, kids’ wellies, gingerbread biscuits and other edible treats.


For the first time, this year’s ad sees John Lewis & Partners and Waitrose & Partners join forces on the commercial tearjerker.

"I'm delighted our two brands have come together for this year's Christmas campaign,” says Craig Inglis, Partner and Customer Director, John Lewis & Partners. “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 ad has already spread across social media and will debut on TV during ITV’s The X Factor: Celebrity on Saturday 16 November.

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