Watch the full ad here:

Fergus' thoughts:

"Powerful work is a perfectly crafted balance of idea, casting, story, cinematography, pace, emotion, and music. Get one aspect wrong, as so many have done this year, and all is lost. 2011’s The Long Wait was a masterclass in crafted perfection and remains so today. From the music track and the nostalgic relatability, to the talent of Director, Dougal Wilson, it’s one of my all-time favorite spots.

But, its the spot’s misdirection that makes it immensely powerful. We are led to believe the story is heading in one direction, only to discover the surprise twist. This is a storytelling approach we should take advantage of more often. We assume the young boy is eagerly waiting to receive gifts, when the reveal flips that expectation by exposing that he is in fact waiting to give one.

We also saw this at work in Monty The Penguin with an emotional twist that took our breath away, all while reinforcing the brand's “Home for Thoughtful Gifting” proposition.

The work has timelessly served as a perfect alternative to the consumption and transaction ethos of Christmas by reinforcing how the magic of the holiday isn’t in what we receive, but in the reward felt from what we give to others."