John Lewis’ Holiday Ad Stars a Sweet Dragon Who Enjoys Christmas a Bit Too Much

The retailer and sister brand Waitrose introduce Excitable Edgar

Excitable Edgar has one problem at Christmas: his enthusiasm tends to heat things up a bit too much. John Lewis and Waitrose & Partners
Headshot of David Griner

Christmas can get anyone excited, which is normally a good thing. But for Excitable Edgar, it can sometimes pose a problem, given that his excitement can set fire to just about anything in sight.

@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."