The John Lewis Christmas advert is probably one of the most anticipated videos every year, and the department store company has released this year’s campaign yesterday, with a two-and-a-half-minute long video of Excitable Edgar, the cute dragon. According to Hungarian tabloid ripost.hu, the charming ad was shot in Budapest.
The ad is based on a little girl and her friendship with an excitable dragon, Edgar, who almost derails festivities with his fire-breathing excitement. According to British daily Telegraph, the ad 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 a cast of around 100 people.
It follows Edgar as his excitement about festivities in his village sees him accidentally melting the ice-rink, and a snowman and even setting the Christmas tree on fire. 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, where even the little troublemaker can feel himself useful at Christmas. Although they belong to the same company group, this is the first joint campaign of the British companies.