The John Lewis Christmas advert has become a cultural phenomenon in the UK, eagerly awaited by millions of people each year. The 2019 advert, entitled "Excitable Edgar," tells the story of a young dragon named Edgar who is excited about Christmas but keeps accidentally setting fire to things with his fiery breath. The advert has been praised for its heartwarming story, stunning visuals, and catchy soundtrack. In this essay, I will analyze the various elements of the advert and explore its effectiveness as a piece of media.
One of the most striking aspects of the "Excitable Edgar" advert is its use of visuals. The advert was created using a combination of CGI and live-action footage, which gives it a unique and visually stunning look. The dragon, Edgar, is particularly well-realized, with his large eyes and expressive face making him an instantly lovable character. The advert also features a range of beautifully shot scenes, from the snowy village streets to the cozy interiors of the local pub. These visuals help to create a magical and immersive world that draws the viewer in and makes them feel as though they are a part of the story.
Another key element of the advert is its use of music. The soundtrack is a cover of the REO Speedwagon classic "Can't Fight This Feeling" by Bastille frontman Dan Smith. The song's catchy melody and upbeat lyrics perfectly complement the story of Edgar's excitement for Christmas, and the joy that he feels when he finally gets to participate in the village's festivities. The music helps to create an emotional connection with the viewer, evoking feelings of warmth and nostalgia that are associated with the holiday season.
Beyond its technical aspects, the "Excitable Edgar" advert is also effective in its storytelling. The story centers around Edgar, a young dragon who is excited about Christmas but struggles to control his fiery breath. Despite his best efforts, he keeps accidentally setting fire to things, which causes the villagers to become afraid of him. This leads Edgar to retreat into his cave, feeling sad and alone. However, his friend, a young girl named Ava, comes up with a plan to include Edgar in the village's Christmas celebrations. She creates a snowman with a carrot nose and encourages Edgar to light it up with his breath, which creates a beautiful display of lights that everyone loves. This act of inclusion and acceptance helps Edgar to feel valued and loved, and he is finally able to join in the village's festivities without fear of causing harm.
The story of "Excitable Edgar" is a powerful one, with its themes of acceptance and inclusion resonating strongly with viewers. The advert highlights the importance of embracing differences and finding ways to come together as a community, especially during the holiday season. By featuring a character who is initially ostracized because of his differences, the advert sends a powerful message about the need for empathy and understanding in our society.
In addition to its emotional resonance, the "Excitable Edgar" advert is also effective in its marketing strategy. John Lewis is a high-end department store that is known for its luxury products, and the advert's focus on community and togetherness helps to reinforce the brand's image as a provider of high-quality products for the holiday season. The advert also features a range of John Lewis products, from the snowman's scarf to the local pub's Christmas decorations, which helps to reinforce the connection between the brand and the holiday season.
Overall, the "Excitable Edgar" advert is a masterful piece of media that effectively combines stunning visuals, catchy music, and a heartwarming story to create an emotional connection with viewers. By featuring a character who is initially ostracized because of his differences, the advert sends a powerful message about the need for empathy and understanding in our society. The advert's focus on community and togetherness also helps to reinforce the brand's image as a provider of high-quality products for the holiday season.
The advert's effectiveness is reflected in its reception by the public. The advert was released on November 14, 2019, and quickly went viral, with millions of people sharing and commenting on it on social media. The hashtag #ExcitableEdgar was trending on Twitter within hours of the advert's release, and the advert has since received over 24 million views on YouTube alone. The advert's popularity also translated into sales for John Lewis, with the department store reporting a 14.8% increase in sales in the week following the advert's release.
However, the advert was not without its critics. Some viewers felt that the advert was too commercial and focused too much on selling products, rather than on the message of acceptance and inclusion. Others felt that the advert was overly sentimental and manipulative, using emotional storytelling to sell products. These criticisms highlight the difficult balance that advertisers must strike between creating an emotional connection with viewers and promoting their products.
In conclusion, the 2019 John Lewis Christmas advert, "Excitable Edgar," is a masterful piece of media that effectively combines stunning visuals, catchy music, and a heartwarming story to create an emotional connection with viewers. The advert's focus on community and togetherness helps to reinforce John Lewis's brand image as a provider of high-quality products for the holiday season, while its message of acceptance and inclusion resonates strongly with viewers. While the advert was not without its critics, its popularity and impact demonstrate the power of effective storytelling in advertising.
Comments