John Lewis' Christmas ad is a heart-warming tale of a dragon called Extremely Edgar set in a distant mythical land.
The ad – a first attempt with her sister retailer Waitros – follows young girl Ava and her friendship with a cute young dragon, as his accidental fire breathing almost destroys Christmas.
Edgar loves Christmas, but every time he gets excited, he uncontrollably breathes fire in a medieval-style village, causing comic disasters.
The two-and-a-half minute announcement follows a pair as they join in with seasonal activities.
The snowman is reduced to a puddle, and the ice is destroyed when he accidentally melts the ice.
Then the annual Christmas tree discovery ends in disaster and once Edgar is guilty.
Worried that it would ruin the Christmas celebrations even further, Edgar runs home and shuts off.
But his best friend Ava – played by 10-year-old Ruby – dreams of a way for him to get involved and actually help.
She gives him Christmas pudding so he can play a unique role in the village holiday – illuminating it in his own special way.
The ad, known as Extreme Edgar, ends with the cover of "Show them how much you care."
The sweet message behind the ad is that no one should be left out, especially at Christmas – and we should embrace all of our differences.
The set looks like something out of Game of Thrones – but without the shine of a hit TV show.
The ad is featured on the cover of the classic REO Spidewong I Can't Fight This Feeling, performed by Dan Smith of the Bastille alt-pop group. The track is set to be released next week.
The Johnsons Christmas ad is thinking broadly about the main advertising event of the year – and signals that the holiday season is coming to an end.
It launches on retail social media channels today (Thursday) at 7pm – and you can also watch it above on the Sun website.
The first terrestrial TV broadcast will be on ITV Saturday during the X-Factor. The Catch up ITV Hub service will also feature a mini-clip.
Martin George George of Waitrose & Partners said: "The magic of friendship and making our loved ones feel special are some of the best things about this time of year."
Craig English, of Lewon Lewis & Partners, said: "I'm thrilled that our two brands have come together for this year's Christmas campaign.
"It's a funny, heartwarming story that will resonate with our customers as they look for Christmas perfect gifts for their loved ones."
Last June, Johnsons Partnership announced that both brands would be rebranded to add "& Partners" to their names. This is the first time they have put together a joint ad.
The official store spends a total of £ 7m on advertising.
As well as the £ 1m money-making cost, the money went to TV slots for the ad, which also has 30 second and 90 second versions, as well as affiliate application and in-store displays.
It was shot near Budapest, Hungry during the summer and was created by adam & eveDDB advertising agency.
There's also a 15-pound Edgar toy, a £ 9.99 story book and an 8-pound Christmas pudding for both retailers.
Johnson Lewis will also sell baby pieces, chicks and slippers.
While Waitrose stocks Edgar cookies, chocolates and ginger biscuits.
This is the 13th advertisement for Johnson Lewis's Christmas ad, last year's "Boy and Piano" ad saw the life and career of music legend Elton Johnon.
Lewon Lewis Christmas ads over the years
- 2007 – Shadows
- 2008 – clues
- 2009 – Feeling
- 2010 – Respect for the Giver
- 2011 – Long wait
- 2012 – Travel
- 2013 – Bear and Rabbit
- 2014 – Monty Penguin
- 2015 – Man of the Moon
- 2016 – Boxer Buster
- 2017 – Brain Monster
- 2018 – The Boy & The Piano
It's a comeback of Johnny Lewis featuring a cute animated animal or figure, having previously been created by Moses the Monster, Buster the Boxer and Monty the Penguin.
The first Christmas announcement so far Johnson Lewis was published in 2007 and was dubbed the "shadow". Last year we ranked and rated all 12 of Johnson Lewis's listings.
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The year features an Edgar photo filter as well as an Edgar photo tweet when using the hashtag #ExciableEdgar.
Johnon Lewis is partnering with FareShare Hunger Charity this year. Will will make a one-off donation of £ 150,000, as well as providing food and drink for up to 50 community holidays.