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Home / unitedkingdom / Take a look at Lewon Lewis' 2019 Christmas announcement with the remarkable Edgar Dragon that almost ruins Christmas

Take a look at Lewon Lewis' 2019 Christmas announcement with the remarkable Edgar Dragon that almost ruins Christmas



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.

    The ad opens with Ava and her own exciting Edgar strolling through their town, country away
The ad opens with Ava and her own exciting Edgar strolling through their town, country awayCredit: Johnon Lewis

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.

    Edgar wants everything for Christmas, but it has devastating effects
Edgar wants everything for Christmas, but it has devastating effectsCredit: Johnon Lewis
    The cute little dragon accidentally melts a snowman
The cute little dragon accidentally melts a snowmanCredit: Johnon Lewis

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.

    Even Ava can't stop the dragon from breathing fire
Even Ava can't stop the dragon from breathing fireCredit: Johnon Lewis
    Edgar cannot keep the fire under control
Edgar cannot keep the fire under controlCredit: Johnon Lewis
    City people are very unhappy with the thrilling dragon when they light the Christmas tree and the decorations
City people are very unhappy with the thrilling dragon when they light the Christmas tree and the decorationsCredit: Johnon Lewis

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 dragon locks up while he is upset that destroys Christmas
The dragon locks up while he is upset that destroys ChristmasCredit: Johnon Lewis
    But Ava doesn't want her friend to spend Christmas alone, so she comes up with a present and an idea
But Ava doesn't want her friend to spend Christmas alone, so she comes up with a present and an ideaCredit: Johnon Lewis

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.

    Edgar can't believe his eyes when Ava comes up with a gift
Edgar can't believe his eyes when Ava comes up with a giftCredit: Johnon Lewis

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.

    The couple are on Christmas Eve and Ava announces their arrival
The couple are on Christmas Eve and Ava announces their arrivalCredit: Johnon Lewis

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."

    Edgar shows the audience how he can light a Christmas pudding
Edgar shows the audience how he can light a Christmas puddingCredit: Johnon Lewis
    Citizens welcome Edgar and Ava to the feast, applauding Edgar's new trick
Citizens welcome Edgar and Ava to the feast, applauding Edgar's new trickCredit: Johnon Lewis

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.

    Viewers of Johnson Lewis will be able to buy their own exciting toy Edgar

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Viewers of Johnson Lewis will be able to buy their own exciting toy Edgar

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.

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.


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