Shelter’s Christmas ad is not a Christmas ad

A mother and daughter are counting down to something in Shelter’s Christmas advert.

But the moment they’re waiting for isn’t Christmas Day. It’s getting the keys to a safe home.

Created by Meanwhile and produced by Magna Studios, the two-minute film launches the charity’s Winter Appeal. It follows the pair through what initially looks like the familiar build-up to Christmas, before revealing what their excitement is really about.

As the story unfolds, we see more of their bleak temporary accommodation and the mother’s anxious efforts to find somewhere secure. The conditions depicted draw on real experiences shared with Shelter, which says more than 177,000 children are homeless in temporary accommodation.

Directed by Hector Dockrill, with an original score written and performed by Maverick Sabre, the film ends with the pair moving into a social home following support from the charity.

James Cross, founder and CCO at Meanwhile, said: “Every scene in this story is based on life examples and insight held by Shelter to make this a realistic representation of temporary accommodation and the awful situations people find themselves in.”

Mairi MacRae, Shelter’s acting chief executive, said: “Every day our services hear from families like the one in this film.”

Following last year’s Bonnie Tyler Christmas campaign, the film again uses a moment of apparent joy to reveal the reality of homelessness.

Created by Jen Tighe and Bryn Walters, the campaign runs across ITV, YouTube, social media and Shelter’s own channels.

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