Shelter Christmas ad

Shelter’s Christmas ad exposes the harsh reality of homelessness

Created by Don’t Panic, Good as Gold tells the story of a little girl’s mission to make her Christmas wish come true

While most Christmas ads tend to focus on the joy of the festive season, homelessness and housing charity Shelter paints a rather different picture of the most wonderful time of the year in its new film.

Created by Don’t Panic London and produced by Smuggler, the ad opens in the style of a typical feel-good festive spot, as we see a young girl called Maddie carry out a series of good deeds – from helping an elderly lady carry her Christmas tree to giving up her seat on the bus. But things quickly take a darker turn, as Maddie realises that the one thing she wants the most for Christmas – a home – isn’t something that she’s able to make come true.

The film was informed by lived experiences of those experiencing homelessness in the UK, and looks to shine a light on the 131,000 children in temporary accommodation this Christmas – an increase of 10,000 since last year.

It’s not the first Christmas campaign Shelter and Don’t Panic have collaborated on. The charity’s hard-hitting 2021 ad highlighted the complicated Christmases many families face, with the story of a mother and her teenage daughter forced to celebrate in their car.

Shelter Christmas ad

Creative Agency: Don’t Panic London
Creative Partner: Rick Dodds
Production Company: Smuggler