John Lewis: Excitable Edgar by Adam&EveDDB

In their first ever joint Christmas campaign, John Lewis & Partners and Waitrose & Partners have come together to create an advert which tells the heartwarming story of a little girl and her friendship with an excitable young dragon.

The story follows a little girl, Ava, who is eagerly preparing for Christmas along with her family and friends. This includes an enthusiastic dragon called Edgar who, unable to contain his excitement for the festivities, is finding it increasingly hard to control his instinct to breathe fire.

The ad follows the pair as they attempt to join in with seasonal activities - with some unexpected consequences. Ice-skating is brought to a standstill when Edgar, in his festive excitement, accidentally melts the ice-rink. A carefully built snowman is reduced to a puddle and the annual dressing of the village Christmas tree ends in disaster once Edgar is involved.

Worried he will ruin the Christmas festivities even further, Edgar shuts himself away. But his best friend Ava dreams up the ideal way to show Edgar how much she cares about him. She presents him with the perfect gift - a delicious Christmas pudding - which ensures he plays a unique role in the spectacular village feast, lighting up Christmas in his own special way