Hilarious and ridiculous reactions have inevitably started rolling in on social media after John Lewis debuted their annual Christmas advert on Thursday morning.
This year’s ad centres around a young girl and her pal Excitable Edgar, a very cute dragon who just can’t seem to stop setting things on fire.
While Edgar’s talents land him in a lot of festive trouble, he eventually comes in handy when there’s a Christmas pudding that needs torching, and everyone gets their happy ending.
Over on Twitter, the sight of Edgar and his human pal couldn’t help but put a lot of folks in mind of that upcoming Game Of Thrones prequel (not to mention the show’s rather disappointing finale, which is clearly still on a lot of people’s minds)...
Game Of Thrones aside, the ad’s debut also led to a lot of other comparisons, with Twitter users posting memes featuring everything from horror film The Wicker Man to recent footage of PM Boris Johnson...
Martin George, Partner and Customer Director, Waitrose & Partners, said of the new ad’s message: “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 is always the case with John Lewis’ festive characters, the shop will be debuting a whole range of Excitable Edgar merch around Christmas, which will include cuddly toys, pyjamas, books and biscuits.
While the ad was shared online in the early hours of Thursday morning, it won’t be making its TV debut until the weekend, during this week’s X Factor Celebrity live show on ITV.