Ad of the Day: Shelter spot plays on Christmas tropes but with a heartbreaking twist
The film marks the second time the charity has worked with creative agency Don’t Panic and production company Smuggler.
In the UK, figures show that 131,000 children are in temporary accommodation this Christmas – an increase of 10,000 since last year.
To highlight this, housing and homelessness charity Shelter has released a poignant festive ad that brings these numbers to life.
In the spot, ‘Good As Gold,’ viewers see a young girl who has been very well-behaved all year in the hopes that she will get her Christmas present. The film adopts the tone of a warm and fuzzy festive ad, but right at the end it becomes apparent the protagonist’s wish is to have a permanent home for her and her family this winter.
The campaign is based on real lived experiences.
Credits
Production company: Smuggler
Managing director: Fergus Brown
Deputy/managing director: Lucy Kelly
Executive producer: Barty Dearden
Creative agency: Rick Dodds, Don’t Panic London