The magic of Father Christmas has been captured in a heart-warming ‘Should’ve gone to Specsavers’ TV advertisement, which features Irish primary school children describing what Santa looks like to them.
The 30-second ‘When I saw Santa’ ad debuts this evening at 10:30 pm on RTE One during the highly-anticipated The Late Late Toy Show.
In the latest iteration of its famous tagline, Specsavers has asked primary school children in Dublin what the man of the moment looks like.
Specsavers’ Creative Director Graham Daldry said that while some brands celebrate Christmas by telling stories, Specsavers has done it by being real.
“Children tend to appreciate the true magic of Christmas more than adults, so we were there to listen and learn. They think of Santa as more than someone that just appears once a year to deliver presents. Children see him as having a life, living with his family at the North Pole. In fact, it’s only children that can really see Santa, so maybe it is us adults who need an eye test. It’s a very simple, heartfelt concept that many families will be able to relate to.”
The adverts were created in-house by Specsavers’ film-makers Lenny Lenfesty and Kristin Rathje, with filming taking place at two primary schools in the UK and one in Dublin. The children, aged three to six, appear in groups of two and three and the backdrops are their own schools and nurseries.
Each advert opens with a child who claims to have seen the real Father Christmas before animated discussion ensues, detailing Santa’s distinctive features. They close with the remark: ‘Never seen Santa? Should’ve gone to Specsavers.’