Meet Excitable Edgar! Well-meaning but accident-prone dragon is unveiled as the fire-breathing star of John Lewis's tearjerker Christmas advert
- Excitable Edgar the dragon is the star of this year's John Lewis Christmas advert which made its debut today
- The commercial is the first joint one from John Lewis and sister brand Waitrose since the re-branding
- Adorable Edgar the dragon loves Christmas but can't control his fire-breathing and has a friend called Ava
- The girl's real name is Rugby Dailly, aged 10, from Glasgow, and she was starring in her first ever advert
John Lewis has this morning released its highly-anticipated Christmas advert starring an excitable and accident-prone dragon called Edgar who lives in a freezing mythical village with his red-headed best friend Ava.
In the heart-warming and funny ad the pair try are forced to quell his disastrous fire-breathing after it threatens to destroy the festive period for everyone as a giant Christmas tree is flamed, a snowman is destroyed and the local ice rink melts.
It marks the first time the department store has joined with sister brand Waitrose for a festive commercial. After a mixed response to last year's advert, which featured Elton John and charted his rise from childhood, the new ad seems to be a return to formula.
It tells the story of Edgar the baby dragon who loves Christmas but can't control his fire breathing, often with disastrous and destructive consequences.
This morning, proud father Graham Dailly revealed that his daughter Ruby had played Ava, writing on Facebook: 'John Lewis 2019 Christmas advert. My Wee Rubst☆ar star of the show. So proud and happy for her.'
The John Lewis Christmas advert, Excitable Edgar, features a baby dragon in a historical village where the snow is falling
Edgar almost burns a carrot in the advert. The adorable dragon struggles to control his fire breathing and is worried he'll ruin Christmas
Edgar looks guilty and looks around in distress after he accidentally melts a snowman with his fire breath - which keeps causing him problems
The baby dragon loves Christmas but can't control his fire breathing and so hides away from the village. He tries to control it by putting a scarf around his mouth
This year's ad seems to be a return to the theme of previous ones, after last year's featured Elton John and his life, which started with the star receiving a piano as a gift
My wee Rubstar, star of the show! Father's pride as he reveals his daughter appeared as Ava
A father today spoke of his pride at seeing his 10-year-old daughter appear in John Lewis's Excitable Edgar Christmas advert.
Graham Dailly, from Glasgow, said he was 'so happy' about his daughter Ruby's big moment on screen, where she stars as Ava, the best friend of Edgar, the accident-prone dragon.
He wrote on Facebook: 'John Lewis 2019 Christmas advert. My Wee Rubst☆ar star of the show. So proud and happy for her.'
Graham Dailly, from Glasgow, said he was 'so happy' about his daughter Ruby's big moment on screen, where she stars as the best friend of an accident-prone dragon called Edgar
Mr Dailly and Ruby pictured together in December last year. He has spoken of his joy at her achievements
Ruby has some drama experience but has never appeared in an advert before, a source told MailOnline.
Her father posted a photo of her posing next to a London Underground map back in August - possibly for the casting.
Producers were said to be delighted at her performance, especially her ability to convincingly interact with the dragon when it wasn't actually in front of her - only appearing on screen as a CGI animation.
Mr Dailly's friends also loaded on the praise, calling the talented schoolgirl a 'wee superstar' and 'amazing'.
The advert follows Edgar as his excitement about festivities in his village sees him accidentally melt the ice-rink, reduce a snowman to a puddle and set fire to a Christmas tree.
Edgar finally shuts himself away in despair, but his friend Ava encourages him to rejoin the village with the gift of a Christmas pudding, which allows him to put his fire to perfect use.
As in previous years, the ad encourages engagement with a good cause. This year it is food poverty charity FareShare, with 'feasts' to be held in John Lewis shops and community venues ahead of Christmas.
A full range of Edgar merchandise is available, including a £15 cuddly toy, a Waitrose & Partners No.1 12 Months Matured Christmas Pudding for £8, as well as Waitrose Edgar cupcakes, 'Chocolate Edgars' and a £1.50 gingerbread biscuit.
This morning many people took to social media, with some branded the new advert as the 'best one yet' from the retailer.
One user tweeted: 'John Lewis Christmas advert - the best one I’ve seen yet'. This is while another added: 'John Lewis advert's a cracker.'
The newest advertisement was also discussed on Good Morning Britain this morning, with the panel playing a short clip of the advert, which made its debut at 6am this morning.
Viewers reacted to the short clip, with many also highlighting the Christmas advertisements which had already been released by other retailers across the UK.
Ann Beverley said: 'Who cares about John Lewis Christmas advert, I'd rather see Aldi Christmas advert instead much better.'
Another user called Lauren said that the 'soppier the advert the better'. This is while Michelle Elizabeth said: 'John Lewis ad seems sweet but it’s got nothing on the drumming @Argos_Online advert. Amazing!'
One user, James, was critical of the advert and said: 'John Lewis advert looks better than last year, hated the Elton John one. Not a fan of the soundtrack of this year's , bit of an annoying voice . That might well ruin it.'
John Lewis customer director Craig Inglis said: 'I'm delighted our two brands have come together for this year's Christmas campaign.
'It started from a spark of an idea - a little dragon's excitement about Christmas - and became the story of how someone goes the extra mile for their best friend to give just the right gift.
'It's a funny, heart-warming story that will resonate with our customers as they seek out the perfect gifts for their loved ones this Christmas.'
A whole range of Edgar related products are available for fans to buy such as a cuddly toy (left) and some wellington boots (right)
Other items on offer include the Excitable Edgar book (left) and some sleepwear which are red leggings and a long sleeve top (right)
During the advert Edgar gets worried that he will ruin the big day so hides away from the villagers, who have been victims of his out-of-control fire breathing
Partners John Lewis and Waitrose have the first opportunity to share the ad across their social media channels from 6am on Thursday, and it first airs on television during ITV's The X Factor on Saturday November 16.
The retailers declined to put a price on the ad, created once again by the adam&eveDDB agency, only saying that it was a 'natural next step' in bringing the two brands together.
Previous John Lewis Christmas campaigns have involved budgets of around £1 million on putting each ad together and another £6 million on placement.
John Lewis's ad follows big-budget campaigns from retailers including Argos, Asda, Amazon, Ikea and Sainsbury's, with more expected to follow over the weekend.
Social media users this morning reacted to the new John Lewis advert. Many said they liked the advert while others said they preferred the offering from other retailers
The Argos advert shows a father and daughter. The daughter has the 'Book of Dreams' (the Argos catalouge) and circles a drum set. The advert then moves on to show the father and daughter playing the drums together in their very own concert.
Sainsbury's marked its 150th anniversary with a Dickensian festive advert which harked back to the supermarket's roots as a market stall in the Victoria area of London. It is set in 1869 in Drury Lane.
TK Maxx also launched its Christmas ad earlier this month.
The fashion giant's playful advert begins with a skier dressed in red retro gear and a belt embosses with 'TK' who decides to switch from his 'auto-pilot' seasonal shopping habits and 'gift different'.
His red-headed friend Ava comes to the rescue and manages to find a way Edgar can join in with the festivities, so he doesn't miss out on the fun
From the Planet Zog? Some social media users suggested Edgar bore a striking resemblance to Zog, a childrne's comic book character (seen here in a BBC adaptation)
Meanwhile, others suggested the dragon in the advert looked suspiciously similar to Zog, a character created by Julia Donaldson
Paul Newton and Luc Benyon both suggested Edgar looked similar to the other famous dragon - who appears in a children's picture book
Food-store giant Iceland partnered with Frozen 2 for its 2019 contribution which was released just after the TK Maxx offering.
ASDA was not too far behind either with its two-minute feature called 'Let's make Christmas Extra Special'. It sees a little girl spreading festive joy through her town to honour her late grandfather.
The M&S Christmas advert this year features Take Me Out host Paddy McGuinness and Big Brother presenter Emma Willis as they guide viewers through a market stacks with delicious festive treats.
Music is a key part of the John Lewis advert and this year the soundtrack will feature a version of the 1980s power ballad Can't Fight This Feeling, recorded by Dan Smith of the band Bastille.
This year's ad was filmed over two weeks in Budapest with an extras cast of around 100 people.
Ava comes up with the perfect idea to make sure Edgar can also join in with the villagers on Christmas and seems proud as punch
Not much is known about the actress who plays Ava but she is ten years old and comes from Scotland, she is pictured above holding a Christmas gift
The advert has a happy ending for Edgar the well-meaning dragon and the villagers, thanks to Ava's help. They all come together for a delicious dinner
Remember these? Moz the monster, Bouncing Buster, the Man on the Moon, Montie the penguin and a star turn from Sir Elton John - EVERY past John Lewis Christmas advert
The eagerly-awaited John Lewis Christmas commercial has become something of a festive tradition.
Every year, fans gather in front of their TVs to watch the latest offering, before sharing it with their friends and family and - in recent years - broadcasting their opinions online.
The John Lewis ads started in 2007 and here you can revisit every single one.
2018 - The Boy And The Piano
An emotional Sir Elton John was the star of the 2018 John Lewis Christmas advert, which told the uplifting and poignant story of his rise to superstardom sparked with the gift of music
The retailer ended a decade of heart-warming tearjerkers featuring loveable animals and charming children last year when it featured Sir Elton John in its Christmas ad.
It charted the singer's rise from humble beginnings to fame and fortune.
The mini-biopic, set to his 1970 hit Your Song, showed how one present can change a life and ended with a four-year-old Elton unwrapping his first piano on Christmas Day in 1951.
The £7million advert then cutsto the emotional 71-year-old playing the same instrument while thinking about his mother Sheila, who died in 2017 aged 92, followed by the slogan: 'Some gifts are more than just a gift'.
However, it was panned by some who thought that it focused more on the singer than on Christmas.
Some fans were also disappointed that cuddly stars such as Montie the penguin and Moz the monster were jettisoned for a celebrity-endorsed campaign.
2017 - Moz The Monster
2017's effort featured the story of a boy who befriends the monster under his bed, with the music a cover of The Beatles' Golden Slumbers by rock band Elbow.
It left viewers in tears over the mischievous and flatulent monster called Moz and his relationship with a seven-year-old soulmate - with fans comparing it to Disney's much-loved Monsters Inc.
The giant furry monster with a bulbous nose, wonky teeth and a love of snoring, jumped out from under the bed every night to play with companion Joe in a festive tale making many laugh and cry.
The little boy, aged 7, who is played by young twin brothers from London named Ethan and Tobias, is initially frightened after seeing a pair of enormous eyes peering from the dark under his bed.
But the two unlikely friends are shown sharing games, playing piggyback and Scalextric in his bedroom – all without mum, dad, or older sister finding out.
2016 - Buster The Boxer
Buster the Boxer and his trampoline antics was the star of the 2016 edition.
John Lewis said the advert where the dog, played by five-year-old Biff, beats a young girl to her new toy was their attempt to cheer up Britain after a 'tough year'.
The advert told the story of a little girl called Bridget who loves to jump.
Set to a cover version of 'One Day I'll Fly Away', her mother and father buy her a trampoline, toiling while she sleeps to build it before hiding it in the garden to surprise her with on Christmas Day. As the snow falls an array of animals start using it as the Boxer watches forlornly through the window.
The next morning Bridget sprints out to use it for the first time but her joy turns to shock as cheeky Buster has the last laugh and uses her new toy before her.
2015 - Man On The Moon
In 2015, a lonely Man on the Moon is shown to viewers sitting by himself on a bench, completely unaware that he is being observed by the youngster back down on Earth
The elderly man, played by a 77-year-old French actor called Jean, gazes up wistfully towards the Earth, as the Oasis song Half The World Away, performed by 19-year-old Norwegian singer Aurora plays mournfully in the background.
She tries desperately to send him a message but all her efforts fail, while he remains unaware that anyone cares about him and sits alone on a bench, wistfully staring up at the Earth.
Eventually, on Christmas morning, a present arrives from the sky, carried by party balloons, and the old man unwraps it to reveal a vintage telescope.
He uses it to spot Lily and, realising that someone cares about him, his eyes fill with tears.
2014 - Monty The Penguin
In 2014, John Lewis hoped the bond between a boy and a penguin would capture the public's imagination.
The two-minute festive commercial told the story of seven-year-old Sam, played by actor Rhys Edwards from Hertfordshire, and his friend Monty.
The boy gradually realises Monty is longing for a penguin companion. And so on Christmas morning Sam surprises Monty with the gift of a new penguin friend named Mabel.
The soundtrack was John Lennon's song Real Love, performed by Tom Odell.
2013 - The Bear And The Hare
In 2013, the £7million Disney-inspired advert told the story of a selfless hare who is determined to make sure his best friend, a bear, doesn't miss Christmas for once.
The commercial features the tale of two good friends, a bear and a hare, who are sad at the thought of being separated for Christmas.
The tale opens as winter is starting to draw in and the fun and excitement of preparing for Christmas begins.
As the first snowflake falls and lands on the bear's nose, the hare starts to feel sad because he realises his friend will soon go off to hibernate, so – as usual - missing Christmas.
While the bear is keen to join in, eventually he finds he cannot hold off his winter sleep any longer and disappears into his cave.
Viewers see the bear fast asleep while all the other woodland creatures become excited about the big day to come.
However, the hare is missing his friend and finds it increasingly difficult to join in the preparations until the moment he has a great idea for a very special present.
He disappears off in to the wilderness to return with the gift – an alarm clock – which wakes the bear just in time to gather around a beautifully decorated tree to celebrate with all his friends.
2012 - The Journey
The Christmas ad from 2012, called The Journey, shows the extraordinary lengths to which some will go in their search for a gift for someone they love.
The 90-second commercial opens in a family's snow-covered garden, with children happily making a snowman and snowwoman.
When the snowman mysteriously disappears the next morning, the viewer is transported to a magical world, following him on an epic journey across river, mountain, road and city.
The motive for the snowman's secret journey isn't revealed until the last scene, when he returns on Christmas morning with gifts for his wife.
Gabrielle Aplin sings The Power Of Love, the 1984 hit from Frankie Goes To Hollywood, as the soundtrack.
2011 - The Long Wait
In 2011, the John Lewis advert showed a young boy desperately excited about Christmas.
He eagerly counts down the days to December 25 with viewers left to imagine he is looking forward to getting presents.
However, it is revealed at the end that he actually couldn't wait to give presents to his parents.
It was accompanied by a cover of The Smiths' Please Please Let Me Get What I Want'.
2010 - A Tribute To Givers
The 2010 offering saw individuals choosing and wrapping their presents in the lead up to the big day, as Ellie Goulding sings a cover of Elton John's Your Song.
Various people furtively hide the presents they've carefully chosen.
Parents sneak a rocking horse upstairs while their children's backs are turned; a mechanic struggles to wrap a spotted teapot; and a small boy braves the snow in his dressing gown to hang a stocking outside his dog's kennel.
2009 - Sweet Child O' Mine
2009 was the first of the store's Christmas campaigns created by advertising agency Adam & Eve.
It was also the first to feature a musical cover by a current artist, on this occasion a Taken By Trees version of Sweet Child O' Mine by Guns N' Roses.
The ad shows children opening gifts for adults including a laptop, coffee machine and handbag.
It's followed by the tagline: 'Remember how Christmas used to feel? Give someone that feeling.'
2008 - From Me To You
Culminating in the tagline: 'If you know the person, you'll find the present,' the 2008 version shows a succession of characters followed by a matching gift.
The soundtrack is a cover of The Beatles' From Me To You recorded for the campaign.
It included vocals by Matt Spinner, a member of the John Lewis IT department and its music society.
2007 - Shadows
The first John Lewis Christmas ad shows a group of people stacking a pile of potential gifts including a desktop lamp, a computer and a leather satchel in an empty room.
The finished product ends up creating a shadow that looks like a woman walking her dog through the snow.
It is accompanied by the tagline: 'Whoever you're looking for this Christmas.'
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