An overeager young dragon named Edgar is the star of the first joint Christmas campaign from John Lewis & Partners and Waitrose & Partners.
The story follows a girl called Ava and her best friend Edgar, who gets so excited for Christmas that he accidentally breathes fire and ruins the festivities. But he gets the chance to redeem himself in a heartwarming and humorous twist. "Excitable Edgar" is a significant turning point in the brands’ integration, because it progresses the John Lewis Christmas ad, which has long been a highly anticipated cornerstone of the festive season. The work was created by Simon Lloyd and directed by Dougal Wilson through Blink.