Audiences love Edgar the excitable and accident prone dragon in John Lewis's first joint Christmas campaign with Waitrose.
Excitable Edgar is set to a recording of REO Speedwagon's Can't Fight This Feeling by Dan Smith from the band Bastille.
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 looks on.
He 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.
Edgar has been given a rapturous reception on Twitter. The emotional advert left many who watched it in tears.
John Lewis Christmas advert 2019 - in pictures
One person wrote: "It’s been a few years since I had heart melting John Lewis ad tears but this year definitely yessss! Love it!"
Another user said the ad meant "tears before breakfast".
Some Twitter users, who were less than impressed by last year's advert featuring Elton John, were delighted by Edgar.
Others said the arrival of the John Lewis ad means the holiday season has begun.
The public lined up to call Edgar cute.
However, another John Lewis had a more muted reaction to Edgar the excitable dragon.
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.
The advert was filmed over two weeks in Budapest with an extras cast of about 100 people.
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