The festive season has officially begun with the unveiling of this year’s John Lewis Christmas advert.
This year’s clip, the first joint offering from John Lewis and Waitrose, tells the heartwarming story of a little girl, Ava, and her friendship with a young dragon, known as Excitable Edgar.
The two-and-a-half-minute clip is set to REO Speedwagon’s classic hit Can’t Fight This Feeling, which has been covered by Dan Smith of Bastille.
The story follows Ava, who is eagerly preparing for Christmas along with her family and friends, including Edgar who, unable to contain his excitement for the festivities, is finding it increasingly hard to control his instinct to breathe fire.
We follow 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 Christmas pudding - which ensures he plays a unique role in the spectacular village feast, lighting up Christmas in his own special way.
Martin George, Partner and Customer Director, Waitrose & Partners, said: “The magic of friendship and making our loved ones feel special, are some of the most wonderful things about this time of year.
“The Christmas pudding in the final scene is not just the showpiece of a spectacular feast which brings all the villagers together. It’s a reminder that a thoughtful gesture - whether that’s a delicious meal or a special gift - can mean so much.”
As with previous stars of the John Lewis Christmas ads, there will be plenty of Edgar-themed products available to buy from John Lewis and Waitrose.
These include cuddly toys, books, PJs, slippers, wellies, cupcakes, chocolates and biscuits.
Watch the ad in full above before it debuts during The X Factor: Celebrity on Saturday 16 November on ITV.