FOR some, John Lewis' advert means the Christmas season is officially underway.
This year it features a young dragon called Excitable Edgar and is set in a far-away fantasy land.
It’s a pleasure to introduce our loveable friend #ExcitableEdgar @Waitrose pic.twitter.com/W4SpI6S0uF
— John Lewis & Partners (@jlandpartners) November 14, 2019
The two-and-a-half minute ad follows young girl Ava and her friendship with Edgar as his accidental fire-breathing nearly ruins Christmas.
The ad is the department store's first joint-effort with its sister retailer Waitrose.
Comments: Our rules
We want our comments to be a lively and valuable part of our community - a place where readers can debate and engage with the most important local issues. The ability to comment on our stories is a privilege, not a right, however, and that privilege may be withdrawn if it is abused or misused.
Please report any comments that break our rules.
Read the rules here