# Excitable Edgar

> The retailers reported 38 million social views for their Christmas dragon advert.

- Owner: John Lewis & Partners and Waitrose & Partners
- Kind: Campaign
- Sector: Retail
- Seed date: 2019-11-14
- Milestone date: 2019-11-19
- Date basis: Documented milestone; not a measured attention peak.
- Spread Score: 26 (Niche), v1.3
- Mechanics: Mystery & lore, Platform jump, Press loop, Controversy

## Summary

John Lewis and Waitrose released Edgar online before cinema and TV placements. A paid Twitter trend accompanied public reactions and the soundtrack charted. The partnership later claimed 38 million social views.

## Timeline

- 2019-11-11 — @ExcitableEdgar (X) — The character account posted a teaser inviting viewers to meet Edgar on 14 November.
- 2019-11-14 — John Lewis & Partners / Waitrose & Partners (YouTube) — The retailers released their Christmas film about Edgar and his friend online.
- 2019-11-14 — Twitter users (X) — The advert occupied Twitter’s top three trends; #ExcitableEdgar was a promoted trend.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/mcp#api).

Canonical URL: https://howitspread.com/cases/waitrose-excitable-edgar

Cite as: How It Spread (2026). “Excitable Edgar.” Case HIS-01688. Spread Score v1.3: 26/100. Updated 2026-10-25. https://howitspread.com/id/HIS-01688