Over the last decade, the John Lewis Christmas advert has become a big part of the festive season, the hype growing annually with each emotionally charged new campaign. While last year's Elton John-themed ad divided people, that hasn't stopped people getting excited for the launch of the 2019 advert, and we don't have to wait a minute longer, because it's finally here.
John Lewis shared its advert titled "Excitable Edgar" in the early hours of Nov. 14. with the caption, "Our story this year is all about the magic of friendship and how one thoughtful gesture can make all the difference. Edgar's excitement around the festive season can often lead to fiery consequences, but Ava sparks an idea for the perfect present to help him light up Christmas in his own special way." And in true John Lewis style, it definitely tugs at the heart strings, right down to the song choice: a cover of REO Speedwagon's classic "Can't Fight This Feeling" sung by Bastille frontman Dan Smith. There's only one way to find out if this one makes it to the top of your favourite Christmas ads list — watch the video in full, of course.
Prior to the release of the ad, a social media campaign promoting the arrival of "Excitable Edgar" began earlier in the week, and it didn't take long for people to spot that the font used in the teaser video is the same as the one used by John Lewis. The tiny clip showed a wooden door with a monster-face knocker on it, which creaks open slowly before fading away. Fans have immediately compared the image to the talking door knockers from the beloved Jim Henson film Labyrinth, and it definitely has a fantasy feel.
According to his profile, Edgar "Loves all things festive. Christmas trees, Christmas food, Christmas snow, Christmas lights."