JOHN Lewis staff have confirmed that this year’s highly anticipated Christmas advert is due to drop TOMORROW.
Staff also said that a teaser trailer featuring a mysterious creature called Excitable Edgar that has been doing the rounds on social media is real.
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Members of staff shared the short clip on their Instagram accounts with the caption: “MEET EDGAR 14.11.19 #ExcitableEdgar #WeArePartners #Ad.”
The short trailer first appeared on social media under an unverified account with the same name on Twitter and Facebook, alongside #ExcitableEdgar tag.
The 10 second clip is of a close up of a dragon knocker on a wooden door, covered in a layer of snow.
A hand reaches up to bang three times on the door before it swings open to reveal what looks like the glimpse of a fire beyond.
Just before you can see what it is, it fades out to a snowy scene with the words: “Meet Edgar 14.11.19”. That’s this Thursday.
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Of course, hoax adverts often surface in the build up to the release of the campaign but now John Lewis staff have confirmed that it’s the real deal.
Some fans guessed as much by detecting clues in the original social posts.
The font used in the advert is the same as the one used by the department store on all of its ad campaigns.
Plus, one beady-eyed fan spotted that John Lewis, the man who is often confused for the retailer on Twitter thanks to his @johnlewis handle, had followed the account.
Only last week, the university lecturer from the US tweeted: “I know when the @jlandpartners ad is dropping and you don’t. Na na, na na naaaa.”
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The account, which was created back in October, makes it clear that Edgar is something to do with the festive season.
The bio reads: “Loves all things festive. Christmas trees, Christmas food, Christmas snow, Christmas lights…”
The teaser was posted 12:45pm yesterday and since then it’s had around 175 retweets and almost 800 likes.
The account, which follows no one, has also gained more than 780 followers.
Not everyone was fooled by the supposed anonymous marketing campaign.
One person wrote: “Anybody else thinking #johnlewischristmasadvert”, while another said: “Definitely is!! It’s the same font that John Lewis use!!”
After carrying out some detective work, another user said: “99 per cent sure this is John Lewis, this twitter account is registered to a gmail address which starts with the letters “jl”.”
Last year, John Lewis teamed up with Sir Elton John for The Boy and the Piano, while the year before featured Moz the Monster.
If you can’t wait until then, why not check out some of the festive ads that have already dropped from other retailers.
Sainsbury’s heartwarming Christmas advert tells a story of how Santa started out as a chimney sweep who was accused of stealing a clementine.
Amazon’s has been dubbed the “best ad seen on TV so far” by fans, while Aldi has brought back Kevin the Carrot or the fourth year.
