Excitable Edgar
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The story
Why it stays with you
A little dragon's enthusiasm keeps causing festive accidents. His friend helps him find a place at Christmas in John Lewis and Waitrose's joint campaign.
Edgar wants to join in, but his fire-breathing makes ordinary festivities difficult. The story builds around a friend recognising something useful in the very trait that causes trouble.
The fairytale setting and expressive creature make this one for viewers who enjoy miniature fantasy films. Its emotional idea is straightforward: belonging need not depend on becoming someone else.
Dougal Wilson directs for adam&eveDDB, with Blink producing. Bastille's Dan Smith sings a cover of Can't Fight This Feeling on the soundtrack. The film launched on social media on 14 November 2019, with its television premiere on ITV the following evening.
Released in 2019, this was a joint John Lewis & Partners and Waitrose & Partners campaign. Both brands belong in its history, even though the selected official upload is on John Lewis' channel.
First shown 14 November 2019. Playback checked 15 October 2026. Video availability may change.
Behind the advert
Director
Dougal Wilson
Agency
adam&eveDDB
Production company
Blink Productions
Singer
Bastille
Credits & sources
- Brand
- John Lewis & Partners
- Year
- 2019
- Cut
- Full film
- Shown
- Online and television
- Territory
- UK
- First shown
- 14 November 2019
- Director
- Dougal Wilson
- Agency
- adam&eveDDB
- Production company
- Blink Productions
- Singer
- Bastille
- Campaign history and production source (opens in a new tab) · checked 12 October 2026
- Official brand or character channel; oEmbed author verified (opens in a new tab) · checked 12 October 2026
- Creative Review, 14 November 2019 (opens in a new tab) · checked 15 October 2026
- The Drum, 14 November 2019 (opens in a new tab) · checked 15 October 2026
Record updated 15 October 2026.