Christmas has officially landed with the release of the John Lewis Christmas advert.
This year's effort features a fire-breathing dragon called Excitable Edgar and his best friend, a little girl called Ava.
Set to Can't Fight This Feeling by REO Speedwagon, and re-recorded by Bastille's Dan Smith, fans are calling the two-and-a-half-minute advert adorable.
The ad, which will air on TV for the first time this Saturday, during the ad break of X Factor: Celebrity, centres around the theme of bringing people together at Christmas through delicious food and thoughtful gifts.
But sadly for Edgar, the excitement is just too much to bear. The enthusiastic dragon is unable to contain his excitement for the festivities, finding it increasingly hard to control his instinct to breathe fire.
He ruins the town's Christmas decorations, a snowman built by a group of kids and he accidentally melts an ice rink.
The John Lewis advert is out...Christmas has officially started!
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 delicious Christmas pudding – which ensures he plays a unique role in the spectacular village feast, lighting up Christmas in his own special way.
— John Lewis & Partners (@jlandpartners) November 14, 2019
Fans have quickly fallen in love with Edgar.
— Kirsty Hatcher (@Kirsty_Hatcher) November 14, 2019
— Julie Reed (@julesreed) November 14, 2019
— caroline rowley (@cazr75) November 14, 2019
Christmas is a time for caring and showing our support for one another. A great short fairytale to bring across an important message to us all. I am sure the kids will love this advertisement. Empathy, compassion and humour.
— Karen (@karenkrad) November 14, 2019
Oh yes this is my favourite Christmas advert! 😀 well done John Lewis!
— babs (@Lesrad66) November 14, 2019
— Luce (@lucy_simpson90) November 14, 2019
Not even 7:30am and I’m bloody crying over the John Lewis Christmas ad😭🎄
— annie•mae (@AnnieMae27) November 14, 2019
As well as lighting up our screens, Edgar will also be filling our shopping baskets this festive season.
Shoppers can buy a cuddly Edgar toy for £15, a story book for £9.99 and the pudding he flambés for £8.
There are also kids' pyjamas, wellington boots, Edgar slippers, cupcakes, chocolates and gingerbread biscuits.
And, if you're on Twitter, be sure to use the specially-created Edgar emoji. Snapchat fans can even give themselves a festive Edgar makeover.
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