{"id":19891,"date":"2019-11-21T15:48:00","date_gmt":"2019-11-21T20:48:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=19891"},"modified":"2026-09-17T15:50:18","modified_gmt":"2026-09-17T19:50:18","slug":"how-excitable-edgar-came-to-life-for-john-lewis","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/how-excitable-edgar-came-to-life-for-john-lewis\/19891\/","title":{"rendered":"How Excitable Edgar Came to Life for John Lewis"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">By Heather Taylor<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Every year, we look forward to enchanting Christmas advertisements from UK retailer John Lewis and their ad agency <a href=\"http:\/\/www.adamandeveddb.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">adam&amp;eveDDB<\/a>. Memorable faces from previous campaigns include Monty the Penguin, Buster the Boxer, and <a href=\"https:\/\/popicon.life\/creating-characters-moz-monster-john-lewis\/\" target=\"_blank\" rel=\"noreferrer noopener\">Moz the Monster<\/a>. The <a href=\"https:\/\/www.johnlewis.com\/content\/christmas-advert?intcmp=ic_20191115_christmasadvert_hp_xma_\" target=\"_blank\" rel=\"noreferrer noopener\">2019 John Lewis advert<\/a>, launched in partnership with Waitrose &amp; Partners, introduces a dragon named Excitable Edgar.<\/p>\n\n\n\n<h3 id=\"h-the-story-of-excitable-edgar\" class=\"wp-block-heading\"><strong>The Story Of Excitable Edgar<\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/11\/excitable_edgar.png\" alt=\"\" class=\"wp-image-11161\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Who is Edgar, the chubby green dragon featured in this year\u2019s ad campaign? Edgar is best friends with a little girl named Ava (played by actress Ruby Dailly) who is a baker\u2019s apprentice. The pair live in a quaint, small town together. Edgar is curious and excited about the world around him and wants to be a part of the Christmas festivities.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There\u2019s just one problem. It\u2019s a common problem many dragons have in common. When Edgar gets too excited, he accidentally shots flames from his nostrils. Dan Smith, lead singer of the band Bastille, does a pitch-perfect cover of REO Speedwagon\u2019s \u201cCan\u2019t Fight This Feeling\u201d that provides a fitting soundtrack for Excitable Edgar\u2019s behavior.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Edgar quickly, but not purposefully, melts a snowman and an skating ice rink. This worries Ava. As the town unveils its Christmas tree, Edgar attends with a scarf wrapped around his mouth. The scarf may keep the flames from shooting out of his mouth, but Edgar should have gotten earmuffs! The flames shoot out of his ears, burning down the tree.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The villagers are stunned. Excitable Edgar is ashamed of what he has done. He runs away and locks himself up at home while Ava waits patiently outside his door.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/11\/edgar_john_lewis.jpg\" alt=\"\" class=\"wp-image-11159\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Sometime later at the bakery, Ava watches a loaf of bread being baked in the oven. This sparks a lightbulb moment. Ava goes to Edgar\u2019s home with a wrapped gift in hand. A bashful Edgar opens the door and tears up when he opens his gift. Because of his accidental destructive behavior, Edgar thinks that he\u2019s not part of the village. But, Ava is still very much his friend. Her gift shows him that he <em>is<\/em> loved and cared for.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Suddenly, an understanding passes between the pair. They know what needs to be done next.<\/p>\n\n\n\n<h3 id=\"h-christmas-feast\" class=\"wp-block-heading\"><strong>Christmas Feast<\/strong><\/h3>\n\n\n<p><iframe loading=\"lazy\" title=\"Christmas 2019 Ad | John Lewis &amp; Partners and Waitrose &amp; Partners\" width=\"1240\" height=\"698\" src=\"https:\/\/www.youtube.com\/embed\/r9D-uvKih_k?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Shortly afterwards, Ava arrives to the town\u2019s holiday feast. She uses a trumpet to announce her arrival \u2014 and Excitable Edgar. The villagers are shocked to see Edgar has returned, but their shock turns to fear when his nostrils flare up. Will their feast catch in flames?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Edgar pulls out the gift from behind his back, which turns out to be a Christmas pudding. He quickly flamb\u00e9s it with the help of his nostrils, much to the surprise and delight of the villagers. This is more than a delicious contribution for the feast. It\u2019s a sign that Edgar can be part of the Christmas festivities in his unique way.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/11\/excitable_edgar.jpg\" alt=\"\" class=\"wp-image-11160\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">She presents him with the perfect gift &#8211; a delicious Christmas pudding &#8211; which ensures he plays a unique role in the spectacular village feast, lighting up Christmas in his own special way.<\/p>\n\n\n\n<h3 id=\"h-excitable-edgar-comes-to-life\" class=\"wp-block-heading\"><strong>Excitable Edgar Comes To life<\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/11\/edgar.jpg\" alt=\"\" class=\"wp-image-11156\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Richard Brim, Chief Creative Officer at adam&amp;eveDDB, says that their agency receives 300 to 400 scripts every year. This particular script, according to Brim, had been touched on before, but they had struggled to find the ending. The script ultimately came to life when John Lewis and Waitrose decided it\u2019s about thoughtful gifting and hosting.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/11\/edgar_illustration.jpg\" alt=\"\" class=\"wp-image-11158\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The initial conversations around Edgar were focused on how to turn a young dragon into a living, breathing character. Who is Edgar? How does he look when he\u2019s happy, sad, and excited? Early illustrations of Edgar\u2019s various designs were etched out on paper. Then, the process began for grayscale animation and rendering for Edgar\u2019s skin texture with the help of <a href=\"http:\/\/untoldstudios.tv\/\" target=\"_blank\" rel=\"noreferrer noopener\">Untold Studios<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/11\/edgar_2.jpg\" alt=\"\" class=\"wp-image-11157\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWe gave Edgar muscles and skin and fat,\u201c says Tim van Hussen, Animation Supervisor at Untold Studios. \u201cEdgar has an actual face that moves around, which is a tremendous amount of work.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Directed by Dougal Wilson, the advert is larger than life in both the scale of its creation and message. It\u2019s joyous and makes you smile from start to finish, with the message that it\u2019s important to accept everyone\u2019s differences.<\/p>\n\n\n<p><a href=\"https:\/\/youtu.be\/e93cDQPc8MA\">https:\/\/youtu.be\/e93cDQPc8MA<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Watching the making of Excitable Edgar here!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Heather Taylor Every year, we look forward to enchanting Christmas advertisements from UK retailer John Lewis and their ad agency adam&amp;eveDDB. Memorable faces from previous campaigns include Monty the [&hellip;]<\/p>\n","protected":false},"author":26,"featured_media":19892,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-19891","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How Excitable Edgar Came to Life for John Lewis | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/how-excitable-edgar-came-to-life-for-john-lewis\/19891\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Excitable Edgar Came to Life for John Lewis\" \/>\n<meta property=\"og:description\" content=\"By Heather Taylor Every year, we look forward to enchanting Christmas advertisements from UK retailer John Lewis and their ad agency adam&amp;eveDDB. 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