Bucks graduate among creatives behind 'Excitable Edgar'


Date: 20th Nov 2019

A Buckinghamshire New University graduate is among the creative minds behind the John Lewis and Waitrose Christmas advert featuring a dragon called Excitable Edgar.Simon Lloyd

BA (Hons) Graphic Design and Advertising graduate Simon Lloyd is Global Creative Director at advertising agency adamandeveDBB and a creative on this year’s seasonal offering from John Lewis and Partners and Waitrose and Partners.

In the two-and-a-half minute ad Edgar derails festivities with his fiery breath and in his excitement about the season unintentionally melts a snowman, dissolves an ice rink, and burns down a Christmas tree in his fairy tale village.

Ava, Edgar's best friend, attempts to limit Edgar's unintentional damage and Edgar locks himself away with guilt after ruining the villagers' festivities. But the story has a happy ending when Ava finally comes up with an idea of putting Edgar's fire-breathing excitement to good use.

Julie Wright, Course Leader for BA (Hons) Creative Advertising, said: “We are extremely proud of Simon’s success. He shows what graduates can go on to achieve.

“Despite his busy career Simon still regularly returns to Bucks to set creative briefs for students. He was a great student and it’s fantastic to see his career following suit.

“The John Lewis advert heralds something of an unofficial start to Christmas and it’s amazing to say that Bucks has played our part in bringing happiness to so many people.”

In 2017 Simon returned to the University to share his experiences with new students as part of Bucks Welcome, designed to help students to orientate themselves, settle in and make friends.

At the time he said: “At Bucks I learned that whatever course you study and the career you pursue, we all have to risk being brave every day.

“Taking risks can sometimes feel uncomfortable but it’s something you’re going to face every day, at university and beyond.

"It’s also harder to get a job than ever before, and graduates in all disciplines have to risk getting noticed. Bucks New University gives its students the confidence to take risks which is why it has consistently produced some of the best creatives in the UK, if not the world.

‘’Whatever course you’re studying, this is the time to take risks, learn from your mistakes and take those lessons with you into life after university.”


  • Our University
  • Our Staff
  • Our Students
  • Creative Arts & Design

Related Courses