A UK TV advert that highlights the cost of living crisis and shows a recently bereaved father trying to provide his son with a special Christmas is being widely shared online.
While most of the Christmas adverts in the UK show off flashy toys and expensive looking food, this one from Sam Teale Productions has been praised for its depiction of what many families will be facing this year as the cost of living crisis bites and spending is cut.
The ad, which is being billed as an "alternative John Lewis advert" after the more lavish TV commercials, has already been viewed 7 million times on Facebook and TikTok.
In one of the sequences, the son is seen getting a haircut when he's asked by the hairdresser what he's getting for Christmas. Without missing a beat, the child says "Santa's poorly this year" before cutting to his troubled looking father.
Later on in the advert, the father's seen making a meal for his son, while he sits down to an empty place mat and a glass of water.
Then when the child goes to bed, the dad can be seen turning off the heating and lights to save money - presumably referencing the escalating power prices being charged within the UK.
Director Sam Teale told the BBC it was about remembering Christmas was about "the people you are with" and "thinking about lost loved ones".
The ad also depicts the father and son visiting a grave which turns out to be the little boy's mother.
It's this which proves to be inspiration for the dad who's looking for how to make Christmas magical, when he remembers how they used to play on makeshift go-carts with his late wife when they were younger.
He decides to make one for their boy and is shown working on the project with a smile on his face.
Finally, the boy is gifted the go-cart from Santa at the end and his dad pulls him to his mum's grave, where he says "Merry Christmas, Mummy."
The ad has resonated with people on social media, with many sharing their stories.
"That tops every Christmas advert I've seen. So close to home and a true inspiration," one wrote.
"Oof, right in the feels. This became our reality this year too," another said.
Teale revealed to the BBC they had also been impressed with comments on social media after people had reached out to others with offers of help after they shared heartbreaking stories of poverty and loneliness during the festive season.
"The magic of Christmas is made, not bought," he told BBC Radio 5 Live.
"Christmas is more of a feeling than anything else; it's not the Christmas trees, it's not the food, it's being in the same room as your family.
"I think the last shot in the video shows that, it's the kid on the go-kart that his dad's just made for him and he's saying 'Merry Christmas Mummy' to the gravestone," he continued.
"In that one shot you can see how much the little kid would rather be sat with his mummy - he'd trade that go-kart, he'd trade anything, to have more time."
