One of the first Christmas ads of the season debuts today, as jewellery brand Clogau unveils its festive offering.
Created by Welsh agency, S3 Advertising, it aims to communicate that Christmas doesn’t have to be perfect – rather it’s who you share it with that really matters.
For over 30 years, Clogau has crafted jewellery that carries meaning, using Welsh gold in every piece and designing collections to tell enduring stories. This depth of sentiment means, for wearers of Clogau, wherever they go and whatever they’re doing, they’ll always have a reminder of what really matters, close to hand.
“As a brand that helps us navigate back to what really matters when we’ve lost our way in the world, we explored a number of ideas that could bring this to life at Christmas.” says S3 Advertising’s Head of Planning, Sarah Mason.
“The idea that stood out for us most was the unattainable quest for perfection.
“When December rolls around, it’s easy to get consumed and distracted by choosing perfect gifts, decorating the perfect tree and cooking up the perfect Christmas lunch.
“But building upon Clogau’s brand idea, we wanted to take the pressure off – this year especially!”
Starring Clogau ambassador, TV presenter Gethin Jones and overlaid with a choir singing ‘Ding Dong Merrily On High’ in the Welsh language, the ad takes the audience through the story of a family collecting their Christmas tree, planning to emulate the perfectly decorated version as featured in a festive magazine.
“Of course, things never go that smoothly in real life and instead, we see the highs and lows as the tree’s put up.” says S3 Advertising’s Creative Lead, David Warfield.
“It’s a nightmare to get through the front door; the lights are in a tangled mess; the baubles have smashed, and it doesn’t really fit the space it was intended for.”
“So, when our mum holds up the magazine for one final time to assess their handiwork, the family’s tree is somewhat lacklustre.”
“But, as we end on a scene of the family smiling and laughing together, staring at their beloved and dishevelled tree, it all becomes clear – Christmas doesn’t have to be perfect, but it’s who you share it with that really matters.”
Shot by S3 Advertising in compliance with COVID-19 regulations on location at the Clogau family home in Dolwyddelan, Conwy, North Wales, the soundtrack was sung in isolation by individual members of the Cwmbach Male Choir, before being arranged virtually by composer Nathan Jones.
The TV ad will air from today, Monday 9th November, across ITV Wales, West and Granada and will also feature during the opening night of ‘I’m A Celebrity…Get Me Out Of Here!’ – which, will see a host of famous faces arrive at Gwrych Castle in Abergele, just miles from where the advert itself was filmed.
The campaign will be supported across digital, OOH, VOD and accompanied by a two-month social activation campaign to drive following and increase brand affiliation and engagement.