Fire-breathing but heartwarming
The two British department stores, John Lewis and Waitrose, are launching their first joint Christmas campaign. It takes a classic approach, focusing on heartwarming storytelling.
"Excitable Edgar" tells the touching story of a girl-dragon friendship. Ala really likes the little dragon Edgar, but his uncontrollable fire-breathing properties make everyday life and Christmas preparations much more difficult.
Edgar sees the problem and retreats so as not to ruin the most contemplative days of the year. But not all days are over yet. Underpinned by a cover version of "Can't fight this Feeling" sung by Bastille singer Dan Smith - in the 1984 original by REO Speedwagon - the spot becomes the first serious candidate for the Jööh award of this year's Christmas season.
