It’s that time of year again!
John Lewis has revealed its first joint Christmas campaign with Waitrose, starring Edgar the dragon and his young friend Ava, played by ten-year-old Scot Ruby Dailly.
The advert is set to a recording of REO Speedwagon’s famed 1985 ballad, Can’t Fight This Feeling, by Dan Smith from Bastille.
The video was recorded in Budapest, Hungary, with an extra cast of 100 people, over two weeks.
It describes the excitement of Edgar regarding the Christmas festivities in his village, where he accidentally sets fire to a Christmas tree.
Ava encourages him to re-join the village with the gift of a Christmas pudding, which allows him to put his fire to use for a good cause.
This year, the ad encourages support for poverty charity FareShare, UK’s largest charity fighting hunger and food waste.
John Lewis customer director Craig Inglis said: “I’m delighted our two brands have come together for this year’s Christmas campaign.
“It started from a spark of an idea and became the story of how someone goes the extra mile for their best friend to give just the right gift.
“It’s a funny, heart-warming story that will resonate with our customers as they seek out the perfect gifts for their loved ones this Christmas.”
Ruby won the chance to star in the advert ahead of thousands of other applicants.
She told the Daily Express that it was a really exciting experience to be involved in.
She said: “It’s been nice to work with everyone behind the scenes. It was fun!”
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