The John Lewis 2019 Christmas Advert introduces Excitable Edgar and Ava from Medieval England. Here’s everything there is to know about the advert – from Bastille’s Dan Smith’s ‘I Can’t Fight This Feeling’ cover to the Edgar merchandise available.

He may be green, rare and ruining Christmas, but Excitable Edgar is no Grinch. Who is Excitable Edgar? He’s John Lewis’ 2019 Christmas mascot; a misunderstood but instantly-lovable dragon.

The brand-new advert tells the tale of Excitable Edgar who ruin’s his town’s festivities with accidental outbursts of flames. Luckily, he has a friend in Ava: a fellow resident of the Medieval town.


Check out the advert here:

John Lewis Christmas 2019 Advert Merchandise

Every year I dash to John Lewis on ‘Christmas Advert Day’ to cop the stocking filler merch perfect for my mother, brother and girlfriend .As you can imagine, I was disappointed last year by their Elton John-centric advert which left me empty-handed. What was I supposed to do, buy Elton himself?


Fortunately, the 2019 advert marks the return of a merch-friendly character; which means that as soon as I finish work I’ll be fighting through the crowds (Jingle All the Way style) of John Lewis’ Oxford Street store, to get my hands on an Excitable Edgar soft toy. Nothing makes me feel more Christmassy.

Excitable Edgar

Available Excitable Edgar merchandise includes:

  • Excitable Edgar Plush Soft Toy
  • Excitable Edgar Christmas Book
  • Excitable Edgar 3D Children’s Wellington Boots
  • Excitable Edgar Children’s  3D Boot Slippers
  • Excitable Edgar Children’s 3D Glow in the Dark Pyjamas

And, of course, you can purchase a Waitrose Christmas pudding featured in the final scene of the advert. Unfortunately, an Edgar the Dragon will not be bundled with it.


Who sings the John Lewis Christmas 2019 song?

Excitable Edgar Dan Smith


From Tom Odell’s cover of the Beatles’ Real Love to Lily Allen’s cover of Keane’s Somewhere Only We Know, John Lewis’ Christmas covers make for the perfect November playlist (because you’re still not ready for Carey or Bublé).

This year’s cover of REO Speedwagon’s ‘I can’t fight this feeling’ by Dan Smith – lead singer of Bastille, is a joyous addition to the relatively somber compilation.

John Lewis Christmas Advert Twitter Reactions




Read all about our 2019 British Christmas TV Highlights right here.

Read all about the best Christmas films streaming on Netflix right here.