By George Biggs
#ExcitableEdgar, the clumsy dragon from John Lewis’ 2019 Christmas advert, has stolen the hearts of Brits around the country.
He is plump. He is fiery. And he just loves Christmas. John Lewis’ 2019 Christmas ad follows this passionate dragon and his love of wintery activities.
His plight (yes, plight) comes from his total inability to control his fire (which, henceforth, shall be called ‘happyfire’) when he sees festivities. In his medieval, icy village, the happyfire causes him to melt ice rinks and burn decorations – just because he loves them so much!
His friend Ava (played by superbly expressive Ruby Dailly) wraps a scarf around his nostrils but it’s no use, because the happyfire instead plumes out his ears. Little Edgar locks himself away (which is totally heart-breaking… but also adorable because it implies he has his own gaff).
But save your tears, reader (or at least, your sad tears): Ava cheers him up and they go to a great Christmas dinner. But the residents are suspicious and unfriendly.
But wait for it…
Edgar uses his happyfire to light the Christmas pudding!
All is well. Plump dragons are great. John Lewis did good.
The social media response has been very positive. Unsurprisingly, people fell in love with Edgar. Others praised the fantastic production and Dan Smith’s (Bastille frontman) vocals in his cover of REO Speedwagon’s ‘Can’t Fight This Feeling’.
Christmas Ads are hit and miss, but John Lewis surely scored with this one. In fact, they positively burned the target to cinders.
