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Christmas favourite returns with an extra helping of charm

Edgar the dragon in the Christmas advert
Edgar the dragon in the Christmas advert
Edgar with friend Ava
The village featured in the ad
Ava
Edgar the dragon in the Christmas advert

By Josie Clarke

An exuberant young dragon called Edgar who almost derails festivities in his fire-breathing excitement is the star of John Lewis's first joint Christmas campaign with Waitrose.

The ad is a return to familiar territory for John Lewis, which ended a decade of heart-warming tearjerkers featuring loveable animals and charming children last year with a star turn from Sir Elton John.

Edgar is set to a recording of REO Speedwagon's Can't Fight This Feeling by Dan Smith from the band Bastille, and was filmed over two weeks in Budapest with an extras cast of 100 people.

It follows Edgar as his excitement about festivities in his village sees him accidentally melting the ice-rink, reducing a snowman to a puddle and setting fire to a Christmas tree as his anxious friend Ava looks on.

Edgar finally shuts himself away in despair, but Ava encourages him to rejoin the village with the gift of a Christmas pudding, which allows him to put his fire to perfect use.

The ad's creators said they were struggling to come up with the "perfect ending" until the idea of involving Waitrose led to the Christmas pudding finale.

As in previous years, the ad encourages engagement with a good cause. This year it is food poverty charity FareShare, with "feasts" to be held in John Lewis shops and community venues ahead of Christmas.

John Lewis customer director Craig Inglis said: "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 heart-warming story that will resonate with our customers as they seek out the perfect gifts this Christmas."

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