'I saw him in real life'; 'his footprint is 10 metres long'; 'he had a giant beard, and a small mouth' – this is how primary school children describe their experiences of Santa in Specsavers Christmas ad.
The cute 30-second spot shows a series of kids explaining what the man of the moment looks like in vivid detail. 'Never seen Santa? Should've gone to Specsavers' teases the ad.
The campaign was created in-house by Specsavers’ film-makers Lenny Lenfesty and Kristin Rathje, with filming taking place at two primary schools in the UK and one in Dublin.
By capturing the magic of Christmas from the perspective of little ones, Specsavers creative director Graham Daldry said that instead of stumping up for a story-led film it wanted to relay its own Christmas message by "being real".
"Children tend to appreciate the true magic of Christmas more than adults, so we were there to listen and learn," explained Daldry.
"They think of Santa as more than someone that just appears once a year to deliver presents. Children see him as having a life, living with his family at the North Pole. In fact, it’s only children that can really see Santa, so maybe it is us adults who need an eye test. It’s a very simple, heart-felt concept that many families will be able to relate to.’"
The first film debuted during the X-Factor on Sunday (2 December), while a second iteration will be shown during Channel 4’s 24 Hours In A&E. Both commercials will be available on Specsavers’ social media channels, along with other engaging take-outs from filming with the children, in the ten days leading up to Christmas Day.