John Lewis & Partners and Waitrose & Partners "Excitable Edgar" by A&E/DDB

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.


Customer director, John Lewis & Partners
Marketing director, John Lewis & Partners
Senior marketing manager, John Lewis & Partners
Marketing manager, John Lewis & Partners
Customer director, Waitrose & Partners
Head of marketing, Waitrose & Partners
Senior marketing manager, Waitrose & Partners
Marketing manager, Waitrose & Partners
Chief creative officer
Joint chief executive officer
Managing director
Creative director
Agency TV producer
Agency integrated producer
Digital producer
Assistant digital producer
Project manager
Executive content director
Head of content
Social media director
Social media manager
Social media executive
Head of integrated production
Executive strategy director
Business director
Account directors
Account manager
Business affairs
Legal counsel
Media agency
Business director
Account directors
AV media planners
Social media planners
Production company
Production manager
Production designer
Costume designer
Food stylist
Post production company
Creative director VFX
VFX supervisors
Animation supervisor
Executive producer VFX
ECD Untold Studios
Producer VFX
Asset lead
Editing company
Music supervisor
Sound design & mix
Audio producer
Producer / arranger
Record label