John Lewis and Waitrose Christmas Advert 2019 - live: How to watch online, who is Excitable Edgar and latest reactions
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Your support makes all the difference.When it comes to Christmas adverts, there is no denying that year upon year John Lewis delivers the most highly-anticipated festive campaign, and 2019 is no exception.
While last year’s sentimental advert told the tale of Elton John’s life and career, from receiving a piano as a gift in his childhood to performing his music to sold-out stadiums, the retailer's latest offering follows an excitable dragon called Edgar and his best friend Ava.
This year John Lewis & Partners has shaken things up by collaborating with Waitrose & Partners to launch a joint Christmas advert for the very first time.
Previous tear-jerking campaigns have included “The Journey”, which followed a snowman as he sought his long-lost love, and “The Man on the Moon”, which depicted an elderly lonely man in solitude on the moon.
Follow The Independent's live blog for all the latest updates and reactions to the joint John Lewis and Waitrose Christmas advert.
Twitter users are loving this year's John Lewis Christmas advert starring an excitable dragon called Edgar.
"OMG... thank you #JohnLewis for bringing back the Christmas adverts we expect from you! Totally love #ExcitableEdgar," one person wrote.
Another added: "THE JOHN LEWIS ADVERT...!!!! OMG EDGAR iS SUCH A CUTE DRAGON."
A third person agreed, writing: "Christmas is here – the John Lewis and Waitrose Christmas advert has arrived! Is this their cutest yet?! It’s a strong contender!"
John Lewis has finally introduced #ExcitableEdgar - the star of its 2019 Christmas advert!
Twitter users are already declaring that John Lewis has won the annual Christmas advert battle.
On Twitter user has compared this year's festive offering to the hit Disney film Frozen.
This year's festive campaign tells the tale of an excitable dragon called Edgar who becomes easily excited whenever he sees anything remotely related to Christmas festivities.
When his excitement builds, he finds it increasingly difficult to prevent himself from breathing fire, which subsequently causes mayhem.
In one clip, the dragon joins a pair of children building a snowman before accidentally reducing the creation to a puddle when he tries to place a carrot on its head as its nose.
Later in the advert, the village gathers for the unveiling of their Christmas tree and Edgar has his mouth tied shut with a scarf in an effort to stop any kind of commotion from occurring.
Nonetheless, as the kind-hearted dragon feasts his eyes on the Christmas tree, fire is expelled from his ears, resulting in the whole tree catching on fire and being reduced to splinters.
One Twitter user has described this year's John Lewis advert as "very cute and charming", adding that it melted their heart.
Social media users are getting into the festive spirit following the launch of John Lewis' Christmas advert.
"It snowed and John Lewis released the Christmas advert x toooo much for one day get me some pigs and blankets," one person wrote.
Another agreed, adding: "Okay NOW the John Lewis advert has been released it’s basically Christmas Day so hohoho."
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