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John Lewis advert – Dad's pride as schoolgirl, 10, is 'star of the show' in Excitable Edgar Christmas ad

A PROUD dad has gushed how his ten-year-old daughter is the "star of the show" in the new John Lewis Christmas advert.

The eagerly anticipated advert shows an exuberant young dragon called Edgar who almost derails festivities in his fire-breathing excitement.



Graham Dailly, from Glasgow, said he was "so happy" about his daughter Ruby's big moment on screen, where she stars as Ava, the best friend of Edgar, the accident-prone dragon.

He wrote on Facebook: "John Lewis 2019 Christmas advert. My wee Rubstar, star of the show. So proud and happy for her."

In August Graham revealed how his daughter had gone for an audition in Glasgow and then been called back for the London audition where she "absolutely smashed it".

He said: "I'm super proud of the wee rubstar and it's a massive move for her trying to break into the acting world."


Excitable Edgar is set to a recording of REO Speedwagon's Can't Fight This Feeling by Dan Smith from Bastille, and was filmed over two weeks in Budapest with an extras cast of around 100 people.

It follows Edgar as his excitement about festivities in his village sees him accidentally melting the ice-rink, reducing a snowman to a puddle and setting fire to a Christmas tree as his anxious friend Ava (played by Ruby) looks on.

Edgar finally shuts himself away in despair, but Ava encourages him to rejoin the village with the gift of a Christmas pudding, which allows him to put his fire to perfect use.

The ad's creators said they were struggling to come up with the "perfect ending" until the idea of involving Waitrose led to the Christmas pudding finale.

As in previous years, the ad encourages engagement with a good cause. This year it is food poverty charity FareShare, with "feasts" to be held in John Lewis shops and community venues ahead of Christmas.

A full range of Edgar merchandise is available, including a £15 cuddly toy, a Waitrose & Partners No.1 12 Months Matured Christmas Pudding for £8, as well as Waitrose Edgar cupcakes, 'Chocolate Edgars' and a £1.50 gingerbread biscuit.

John Lewis customer director Craig Inglis said: "It started from a spark of an idea – a little dragon's excitement about Christmas – 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."

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The advert will first air on TV during the X Factor on Saturday night.

Previous John Lewis Christmas campaigns have involved budgets of around £1 million on putting each ad together and another £6 million on placement.

It declined to comment on how much the ad had cost.






 

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