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John Lewis & Partners and Waitrose & Partners – Excitable Edgar

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Slowed down version of a MOR AOR hit - check. Adorable tale of friendship and giving - check. Our hearts melted into a soggy puddle - check check check.

The Christmas season can now properly start as adam&eveDDB and John Lewis have finally dropped their eagerly anticipated seasonal spot.

Telling the tale of a cutely combustible mini-dragon and his flame-haired gal-pal, Excitable Edgar is a heart (and set)-warming story of a little fella who just can't fight the flames burning inside of him. 

Blink director Dougal Wilson, returning to the brand's festive outings for the first time since 2016's Buster the Boxer, paints a wonderfully realised picture of 'ye olde' snowy village, with production design and effects (in particular the Hollywood-level visuals and character animation of Edgar) unsurpassed.

Backed by a Dan Smith, lead singer of the band Bastille, performed rendition of REO Speedwagon's fist-pumping classic Can't Fight This Feeling, this lovely little mini-movie sees the first door in most people's TV advent calendar opened.


How does Edgar fit in the pantheon of previous seasonal offerings? Here's a look back over John Lewis' earlier gifts to us:

John Lewis & Partners – The Boy and The Piano

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2018 - The Boy and The Piano

What we said: 

"Directed by Academy's Seb Edwards and created by adam&eveDDB, the spot is beautifully made and the story beautifully told, and though the expected gut-punch of emotion isn't quite as evident this year, if you're a fan of Elton John (and, come on, who isn't?) then it'll tick your boxes."

John Lewis – #MozTheMonster

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2017 - Moz The Monster

What we said:

"Called Moz the Monster, John Lewis's 2017 festive spot lives up to expectation, applying its tried-and-tested winning formula of animals (sort of) and children to this year's offering. Featuring Elbow's rendition of the Beatles song, Golden Slumbers, as the soundtrack, adam&eveDDB again prove that they're the masters of making Christmas magical."

John Lewis – #BusterTheBoxer

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2016 - Buster the Boxer

What we said:

"John Lewis's 2016 offering has an amalgam of previous years' ingredients with animals, children, confused parents and, of course, a beautifully arranged and emotional soundtrack, all put together perfectly by adam&eveDDB, who are experts in the Christmas field."

John Lewis – #ManOnTheMoon

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2015 - Man on the Moon

What we said:

"Created, as ever, through adam&eveDDB London and beautifully shot by Somesuch's Kim Gehrig, the spot features a little girl who spots a rather sad-looking old man living in a shed on the moon. Suffice it to say it's another emotional hit from a brand and an agency that have mastered such things and, as hard as you try, and as much as you prepare yourself, there's the usual lump-in-the-throat moment as you get to the end. Damn you, John Lewis!!"

John Lewis – Monty's Christmas

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2014 - Monty's Christmas

What we said:

"Tom Odell provides this year's dose of emotional soundtrack and Christmas number one contender, covering John Lennon's Real Love. The two-minute spot follows the the friendship of Sam and Monty over the course of a year before Sam realises Monty is sad and longing for some penguin-shaped company."

John Lewis – The Bear & The Hare

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2013 - The Bear & the Hare

What we said:

"With the air of a classic Disney tale, a bear's eyes are opened to the gift-giving and merriment of Christmas as he gives hibernation a miss this year thanks to his loving hare companion. Complete with music from Lily Allen (covering Keane's Somewhere Only We Know) and once again created by agency adam&eveDDB, the commercial uses a unique animation style that combines traditional 2D hand-drawn animation, stop frame, and 3D model made sets and is directed by Blinkink's Elliot Dear and Yves Geleyn with additional production from Hornet New York."

John Lewis – The Journey

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2012 - The Journey

What we said:

"Blink's Dougal Wilson takes us on a magical journey for gifts. adam&eveDDB create the scene in a snow-covered garden before a snowman comes to life and departs for the high street rush. Frankie Goes to Hollywood's Power of Love is the music of choice, covered by Gabrielle Aplin, a 20-year-old singer signed to Parlophone Records and has a debut album scheduled for release in 2013."

John Lewis – The Long Wait

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2011 - The Long Wait

What we said:

"A young boy counts down the hours 'til Christmas morning in Dougal Wilson's commercial for the UK retailer. Bringing the story to life in his unique style, the director turns his charm to a rework of Please, Please, Please Let Me Get What I Want by The Smiths, rerecorded by emerging artist Slow Moving Millie."

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