John Lewis has just released its Christmas advert for 2019 and it's everything we hoped for and more. Get ready to meet Excitable Edgar.
The two minute 30 second advert - set to a cover of REO Speedwagon's 'Can't fight this feeling' covered by Dan Smith from the band Bastille - tells the touching story of a little girl and her friendship with a young dragon.
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The story follows Ava - who is eagerly preparing for Christmas along with her family and friends, including an animated dragon named Edgar, who is so excited for the season he just can't fight his instinct to breathe fire.
The unlikely pair attempt to join in seasonal activities, but are thwarted when Edgar excitedly breathes fire. The town's snowman is reduced to a puddle, an ice rink is melter and the village's annual tradition of dressing to Christmas tree ends in disaster because of the little dragon.
Fearing he's ruining Christmas, Edgar locks himself away. However, best friend Ava finds a gift for the dragon - a Christmas pudding - that ensures his fire breathing will play a special part in the village's Christmas feast.
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WE'RE NOT CRYNG, YOU ARE.
Honestly John Lewis, you've nailed it again.
Martin George, Partner and Customer Director, Waitrose & Partners, said: "The magic of friendship and making our loved ones feel special, are some of the most wonderful things about this time of year.
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"The Christmas pudding in the final scene is not just the showpiece of a spectacular feast which brings all the villagers together. It's a reminder that a thoughtful gesture - whether that's a delicious meal or a special gift - can mean so much."
The advert is the first joint venture from John Lewis & Partners and Waitrose & Partners.
John Lewis launched their first major Christmas advert in 2007, but productions were taken over by London-based agency Adam & Eve/DDB in 2009, which have been conceiving the adverts ever since.
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In the last 10 years, the brand's Christmas ads have received cult status in the UK, loved for their heartwarming storylines and often chart-topping soundtracks. All of the ads have included covers of famous songs, bar 2018 which featured original music from Elton John.
Past ads include 'The Long Wait' - soundtracked by Slow Moving Millie's cover of The Smiths' song 'Please, Please, Please, Let Me Get What I Want' - telling the story of a young boy impatiently waiting for Christmas.
When he wakes up on Christmas morning, he rushes past his presents, fetches a poorly-wrapped present from his closet, and rushes into his parents room to give to them. The tagline read 'For gifts you can't wait to give'.
In 2012, there was 'The Journey' - featuring Gabrielle Aplin's version of Frankie Goes to Hollywood's 'The Power of Love' - which told the story of a snowman who battled rivers, mountains and storm to journey it into town to buy his loved one, a lady snowman, a present for Christmas.
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Another notable ad was 'The Bear and the Hare' - set to a Lily Allen cover of Keane's 'Somewhere Only We Know' - a 2D animated advert telling the tale of a bear who always missed Christmas because he was hibernating, much to his friend the Hare's sadness. One year, the Hare gifts the Bear an alarm clock, and he wakes up to see Christmas in all its glory.
Since gaining widespread acclaim, John Lewis' adverts have enjoyed growing budgets and big name talent.
Believe it or not, 2015's 'The Man On The Moon' is thought to have cost around £7 million, while the brand were thought to have paid Elton John £5 million to appear in last year's campaign.
John Lewis, keep doing your thing. Anyone else feeling well and truly festive now?
Featured Image Credit: John LewisTopics: John Lewis, Christmas, Entertainment,