Watch Edgar the dragon in joint John Lewis/Waitrose Christmas advert

Another iconic John Lewis Christmas Advert came out in 2019, this time in cooperation with Waitrose. The ad features a little dragon and a little girl. The premise behind the ad is that all the dragoon wants to do is enjoy Christmas like everyone else and is trying to control his fire to no avail and accidentally burns down the towns Christmas Tree. The dragon runs away until the little girl helps him to know that his fire can be used safely and for good reasons and she helps to show the town that it wasn’t purposeful and that he can be safe.

The techniques used in the ad is to show a small and vulnerable character that doesn’t mean to cause accidents, people then sympathise with his character and become attached to the character. Then the little girl appears to help, which makes the audience happy again. This ad as usual for John Lewis has a deeper meaning, even if people make mistakes, we should try not to exclude anyone at Christmas.