This Heartwarming Irish Holiday Ad Surprises With a Twist Ending

The SuperValu spot reminds viewers of what really matters this time of year

The retail company highlights the heightened value of Christmas this year. TBWA\Dublin

At first, SuperValu Ireland’s holiday ad follows a standard seasonal plot: a young boy hangs ornaments on his tree, bakes holiday cookies and relentlessly asks his parents whether a certain “he” will actually make a trip to the house this Christmas. From a handwritten letter to his homemade Please Stop Here sign, all signals point toward a child who is preparing for a visit from Santa.

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Emmy is an Adweek contributor who is completing her journalism degree at The College of New Jersey with minors in Spanish and broadcast journalism.