John Lewis' Holiday Ad Stars a Sweet Dragon Who Enjoys Christmas a Bit Too Much

The retailer and sister brand Waitrose introduce Excitable Edgar

Don’t miss Commerceweek, February 28–29 in NYC, to explore the technology and trends fueling commerce. Get strategic insights from leaders at The New York Times Advertising, Turo, TikTok and more. Register.

Christmas can get anyone excited, which is normally a good thing. But for Excitable Edgar, it can sometimes pose a problem, given that his excitement can set fire to just about anything in sight.

Edgar is the newest holiday ad star, created by agency adam&eveDDB, for U.K. retailer John Lewis, which this year created a co-branded spot with its sister company, supermarket chain Waitrose & Partners. The two also put out an ad together in September 2018 about a children’s pageant that

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in