John Lewis & Waitrose
Topping the UK’s list this year is John Lewis’ and Waitrose’ return to form with Excitable Edgar, the dragon who can’t control his flame but finds a use for it anyway. With shades of classic John Lewis ads like Monty The Penguin, and nods to the mighty feasts familiar from older Waitrose spots, Edgar really was the best of both worlds, and audiences loved him. Will his longer-term impact be enough to help John Lewis as it battles the headwinds of category change? The brand has certainly given itself the best possible boost with this extremely well-recieved and beautifully made ad.Back To All
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