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.
Ava comes up with the perfect gift for the dragon, which they present together at a Christmas feast being attended by their neighbours.
Twitter users are declaring their love for John Lewis' kind-hearted dragon Excitable Edgar.
"HE JUST WANTED TO JOIN INNN #ExcitableEdgar now has a place next to Monty the Penguin in my heart...," one person wrote.
Another added: "Well I love Excitable Edgar, he's just so cute. Will still burn the whole place down after he's sorted the pudding, but hey, nobodies perfect."
Ava and Edgar present the village with a gift at a Christmas feast being attended by their neighbours.
When Edgar first walks into the room where the dinner is being held, the village residents appear afraid that the dragon is going to cause another fire.
However, Excitable Edgar puts their fears to rest when he unveils the Christmas pudding gifted to him by Ava and sets it alight, prompting cheers and applause.
Martin George, partner and customer director of Waitrose & Partners, explained that the Christmas pudding scene is a “reminder that a thoughtful gesture – whether that’s a delicious meal or a special gift – can mean so much”.
“The magic of friendship and making our loved ones feel special, are some of the most wonderful things about this time of year,” Mr George said.
↵One Twitter user has praised John Lewis's new advert as "perfect" adding that it reminds them of their son who has autism.
Following much speculation as to which singer will provide their vocals for the John Lewis advert, the musician to follow in the footsteps of Ellie Goulding, Tom Odell and Gabrielle Aplin as singer of the annual trailer is Bastille frontman Dan Smith.
REO Speedwagon’s 1985 power ballad “Can’t Fight This Feeling”, which features on the US bands band’s record Wheels Are Turnin‘, is this year’s song of choice.
A range of merchandise has been released to accompany the advert, including a £15 cuddly toy, a Waitrose 12 months matured Christmas pudding, children’s pyjamas, children’s slippers and gingerbread biscuits.
An Excitable Edgar filter has also been created for Snapchat, while an emoji inspired by the enthusiastic dragon will be available on Twitter until 25 December.
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