To view this video please enable JavaScript, and consider upgrading to a web browser that supports HTML5 video

John Lewis have been forced to apologise because kids are crying buckets over their new Christmas advert featuring the tear-inducing Excitable Edgar dragon.

Viewers are going wild for the annual trailer from the department store, which follows last year’s Elton John tribute that was slammed for ultimately being a plug for the singer’s new tour, album, film and, well, him.

This year, however, the John Lewis Christmas advert is once again a true golden moment to look forward to. The 90 second mini movie follows an unfortunate dragon who accidentally torches down a town’s Christmas decorations because the slightest sight or mention of the festive holidays puts his flame-throwing nostrils into action.

John Lewis have been forced to apologise to distraught children and their parents (Picture: John Lewis/Getty)

And just hours after reducing the nation to a delicate mess, John Lewis have shared their condolences to the masses, hoping those affected by the advert have been weeping tears of joy.




When one mother complained her child was sobbing because her ‘distraught’ two-year-old daughter just witnessed what looks like the beast melting Olaf from every tot’s favourite movie Frozen, John Lewis stepped in.

‘Oh no, Emma! Sorry to hear that your little one was unhappy with Edgar, he was only trying to [help] Olaf,’ they tweeted.

‘I’ll have a word with Edgar; I hope he changes his ways, or Elsa he will be sent to the naughty corner!’

Another grown adult couldn’t cope with Edgar finding salvation by a Christmas pudding, so the store pleaded: ‘We wanted to warm your heart and reassure everyone there’s lot’s of friends out there waiting to be found just like our gorgeous #ExcitableEdgar.’

Bastille front man Dan Smith’s cover of Can’t Fight This Feeling is already the firm favourite now to clinch this year’s Christmas number one – unless Robbie Williams and Tyson Fury can stop him.

The John Lewis advert launched online this morning but will make its televised debut this Saturday during X Factor: Celebrity and will pop up again during I’m A Celebrity… Get Me Out of Here! On Sunday.

Got a showbiz story? If you've got a celebrity story, video or pictures get in touch with the Metro.co.uk entertainment team by emailing us celebtips@metro.co.uk, calling 020 3615 2145 or by visiting our Submit Stuff page - we'd love to hear from you.

MORE: The Bear and The Hare is named best John Lewis Christmas advert of all time in our poll

MORE: Who plays Ava in the John Lewis Christmas advert and how old is the actress?