Why the John Lewis Christmas advert is fundamentally flawed

john lewis christmas advert
(Image credit: John Lewis and Partners)

Hold on to your hankies, and get ready to unleash your opinions on the world, because the John Lewis Christmas advert is here. Except this year, it's actually the John Lewis and Partners, and Waitrose and Partners Christmas advert. Or just John Lewis and Waitrose. Either way, this year's Christmas tear-jerker features an accident-prone dragon called Excitable Edgar. 

The ad by Adam&Eve/DDB has already prompted plenty of hot debate, such as whether or not this particular dragon resembles Julia Donaldson's Zog the dragon (it doesn't), and whether this advert is too sad for children. But we are here to tell you that the premise of the whole advert is fundamentally flawed. If you haven't seen it yet, you can watch it below. 

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Rosie Hilder

Rosie Hilder is Creative Bloq's Deputy Editor. After beginning her career in journalism in Argentina – where she worked as Deputy Editor of Time Out Buenos Aires – she moved back to the UK and joined Future Plc in 2016. Since then, she's worked as Operations Editor on magazines including Computer Arts, 3D World and Paint & Draw and Mac|Life. In 2018, she joined Creative Bloq, where she now assists with the daily management of the site, including growing the site's reach, getting involved in events, such as judging the Brand Impact Awards, and helping make sure our content serves the reader as best it can.