Photo: Thomas Jones
Hafod Hardware in Rhayader, Powys, Wales, has a story to tell about generations working in a family business. Its low-budget, Christmas advertising video has gone viral.
The Holy Grail of many small businesses is a video ad that touches people in such a meaningful way that it goes viral. I am not sure if going viral necessarily generates a lot of business, but it definitely generates attention.
Consider, for example, this hardware store in Wales. Unless you lived nearby, you would not actually be able to shop there regularly. But I think that after seeing this video, you might go out of your way to buy something one day and take a selfie.
Copied more or less from the style of a department store giant with a huge ad budget, the ad has managed, on a shoestring, to draw a large following. According to the Guardian, that’s because the small family business has a real story to tell.
Stuart Heritage’s report starts with the department store. “This year’s John Lewis Christmas advert, in which a dragon tries to kill several people then holds up a pudding, reportedly cost £7m [$9,190,300] to make. And that’s fine. It’s a good advert, and John Lewis has a reputation to uphold, and you can’t really put a price on the half a morning of vaguely duty-bound Twitter buzz it generated.
“However, by no means is it the best Christmas ad this year. That plaudit now goes to Hafod Hardware, a tiny independent family-run hardware store in Rhayader, Powys, whose ad cost just £100 [$131.35] to make. …
“A little boy wakes up. He brushes his teeth, eats his breakfast and goes to work. He opens the shop, fixes a broom; he cleans the counter and restocks the shelves. He serves a customer, does a bit of accounting, serves another customer. At the end of the day he switches off the light, bends down to pick up a Christmas tree and – PLOT TWIST! – he’s actually a 30-year-old man. The strapline comes up: ‘Be a kid this Christmas’. …
“The advert is being hailed as a celebration of traditional Christmas spirit, the strength of the independent, and the importance of community. … [But] while it’s impressive that the shop has only spent £100 on the ad – and that was to pay for an engineer to record the song on the soundtrack – it still manages to crib pretty heavily from the John Lewis playbook. There’s a kid. There’s a tree. There’s a slowed-down cover version of a well-loved song. …
“But let’s not be too mean-spirited. The fact is that the Hafod Hardware advert packs an almighty punch, because of the history of the shop itself. It has been open since 1895, fending off competition from bigger companies with every step; and it’s a true family shop, passed down through the generations.
“The grandfather in the advert is the nephew of the founder, the man at the end (his son) runs the shop with him and the little boy could feasibly grow up to run the shop after him. Any old idiot can get a kid to sweep up a shop, but the magic of the ad is that it shows the real flesh and blood lineage of Hafod Hardware. It’s the beating heart of the community, and has been for years. No amount of money can buy that.”
If you were making a video for your business that you hoped would click with a large audience, what would you put in it?
More at the Guardian, here.
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