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Family-run hardware store creates heartfelt £100 Christmas advert to ‘rival’ John Lewis campaign

‘So insightful, so beautifully done,’ one viewer comments

Sabrina Barr
Wednesday 04 December 2019 12:13
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Hafod Hardware Christmas advert 2019: 'Be a kid this christmas'

A family-run hardware store has released an emotive Christmas advert made for a budget £100 that rivals the festive campaigns launched by big-name retailers.

Hafod Hardware, based in Rhayader, Powys, Wales, has created a sweet campaign with the tagline “Be A Kid This Christmas”, which has already garnered thousands of views and rave reviews online.

The two-minute short film, which stars four generations of the family who owns Hafod Hardware, follows two-year-old Arthur Jones as he heads to work at the store for the day.

Set to a cover of Alphaville’s “Forever Young” by singer Andrea von Kampen, the film opens with Arthur waking up from a restful night’s sleep.

The youngster heads to the bathroom to brush his teeth, wearing adorable Marvel superhero pyjamas, before enjoying a bowl of cereal and leaving home to open up shop.

(Hafod Hardware / SWNS)

Arthur is portrayed carrying out a variety of tasks in the store, including mending a wooden broom with an electric tool, sweeping the floor, wiping down the surfaces, stacking the shelves and serving customers at the till.

(Hafod Hardware / SWNS

Every task Arthur undertakes is done so with a cheerful attitude, such as giving a thumbs up to a customer who has made a purchase.

(Hafod Hardware / SWNS

The young worker even gift wraps an item for one consumer in a charmingly handmade manner.

At the end of the short film, Arthur leaves the story at the end of the day, turning off the lights and shutting the front door.

(Hafod Hardware / SWNS

As he goes to pick up a Christmas tree that’s leaning against the shop window, Arthur stands up straight, transformed into an adult.

The tagline “Be A Kid This Christmas” then appears on screen as he ventures home for the day.

(Hafod Hardware / SWNS

Numerous social media users have praised Haford Hardware for its sentimental Christmas advert, describing it as “special”, “beautiful” and “utterly brilliant”.

“Beautiful, made me cry. Well done for making such as lovely advert,” one person commented on Facebook.

“Absolutely beautiful. Exactly what Christmas is all about. Beautifully heartwarming,” another wrote.

Tom Jones, Arthur’s father, worked together with his friend, filmmaker Josh Holdaway, to film and edit the video for less than £100, the only cost being the use of a studio for the singer.

“The aim is to make is the best Christmas advert of the year. The comments we’ve had so far have been amazing,” Tom said.

“Making this video with my son has been an experience I will cherish for a lifetime. They say never work with animals or children but he was a joy.”

This is the third consecutive year that Hafod Hardware has released a Christmas advert.

The store opened in 1895 and is one of the oldest businesses in the town.

“All three adverts touch upon the significance of family at Christmas and so it was extremely important to me that Arthur had a role in each one,” Tom stated.

“Showing the transition of him as a young baby in the first advert, through to the young man he is today, really does capture the essence of what we have been trying to create.”

Tom added that customers frequently come into the store to ask about their Christmas adverts.

“People always compare our videos to the likes of John Lewis and we try to get the same message across as the multi-million pound adverts do,” he said.

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