Welsh hardware store returns with ‘tear-jerking’ 2020 Christmas advert to rival John Lewis

A family-run hardware store that shot to stardom last year with a heartwarming Christmas advert has returned with another commercial for 2020.

Hafod Hardware, based in in Rhayader, Powys, Wales, received more than 2.7m views on their Christmas advert last year, which cost less than £100 to make and was said to rival John Lewis' £1 million Christmas offering.

For 2020, the family-run businesses’ advert shows three-year-old Arthur secretly gathering household items, such as toilet roll, batteries and eggs, to gift his parents after mistaking their shopping list for their Christmas wishlist.

The toddler was also the star of last year's video, which saw him cleaning, filling shelves and serving customers at the store.

The touching three-minute long commercial, which features a cover of “Hard Times Come No More” by Andrea von Kampen, has once again been created on a shoestring budget for under £100 by the store's owner, Tom Jones.

Mr Jones said he almost decided not to make an advert this year but, after being bombarded with requests, the family went ahead.

The advert, filmed inside Tom and his wife Laura's flat, was only made last weekend and has already been viewed 60,000 times.

Mr Jones explained how he wanted to focus less on the shop this year, and more on the family behind it.

“We've taken a different approach with this advert. We didn't want it to be about spending money at Christmas when people are finding it very hard financially,” he said.

“This year it’s less about business and a clear message about just giving what you can. I don’t think it would be reasonable for people to spend what money they have at independent shops, so this year it’s about looking after yourselves and your families.”

Mr Jones said his wife took a bit of persuading to be featured prominently in this year's advert while Arthur couldn't wait to be the star of the show again.

”He loved doing it all over again – he's great fun to work with,” he said.

“If this is the last one and I finish with my whole family in it, I would be really happy.”

Eagle-eyed viewers might also spot a nod to John Lewis, with a toy version of Edgar the excitable dragon - the star of the retailer’s 2019 Christmas advert - making a brief appearance.

John Lewis sent Edgar as a gift to Arthur following the success of Hafod Hardware’s advert last year, and Mr Jones felt it was only right to feature the toy this year.

The company’s advert has received hundreds of comments on the video, which was shared on its Facebook page, with many saying it is even better than John Lewis’.

“Each year you beat the big companies and their big budgets with your heartwarming Christmas stories,” one person wrote.

Another added: “Brilliant as ever… so much better than the John Lewis ad.”

A third person commented: “Wonderful, brought tears and a smile. Again you have surprised us all, your adverts, like your shop are brilliant. Thank you and your family for everything you have done this year.”

Mr Jones said that the family has found the positive response to their advert “overwhelming”, adding that the is glad the short film has brought so much joy to people all over the world.

“We were so nervous about it and didn’t know whether to release it as we thought people would be bored with us,” he said.

“There are comments coming in from all over the world, and so many of them have said it’s put a smile on their face at a time when they needed it. That is all we wanted."