It’s 8am on the 14th and the John Lewis Christmas advert has finally been revealed! Back in 2010, JL were the first of the retail giants to release ‘mega’ adverts for the festive season. It started a trend that continues to this day, and now anyone who’s anyone, makes them – yes, Argos and Aldi, I’m looking at you! 😉 Always being the first makes it difficult to stay in front – and JL’s arrives a little later this year. As a result, the other ‘big hitter’ – Sainsbury’s – released theirs a few days ago entitled: Nicholas the Sweep.
Christmas has now officially begun for me! 👍 😁
Don’t forget to scroll to the end of this post for links to all JL’s previous Christmas ads! 👍
What’s this year’s about?
Entitled “Excitable Edgar”, this highly-anticipated (by me anyway!) Christmas advert stars an excitable and accident-prone dragon called Edgar who lives in a freezing mythical village with his best friend Ava. Edgar loves Christmas but can’t control his fire breathing.
In typical heart-warming (see what I did there!) and humorous fashion, the pair are forced to quell his disastrous fire-breathing habits after it threatens to destroy the festive period for everyone as Edgar ‘toasts’ a giant Christmas tree, a snowman and the local ice rink! 😮
Who’s the Voice?
If you’re wondering who’s singing, it’s Dan Smith re-imagining REO Speedwagon’s “Can’t Fight This Feeling”. He’s the lead singer and main songwriter of Bastille, the English rock band. Read more about him HERE.
A Good Cause
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.
And not to miss a merchandising opportunity, a full range of Edgar bits-and-bobs are 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.
And our survey says…
Update: 12th December. An online survey revealed how the ads had been received on social media (increase in engagement)…
Can’t Get Enough..?
For your viewing pleasure, here are all their previous Christmas adverts…
John Lewis Christmas Advert 2018 – The Boy and the Piano
John Lewis Christmas Advert 2017 – Moz the Monster
John Lewis Christmas Advert 2016 – Buster the Boxer
John Lewis Christmas Advert 2015 – Man on the Moon
John Lewis Christmas Advert 2014 – Monty the Penguin
John Lewis Christmas Advert 2013 – The Bear and the Hare
John Lewis Christmas Advert 2012 – The Journey
John Lewis Christmas Advert 2011 – The Long Wait
John Lewis Christmas Advert 2010 – She’s Always a Woman