The Christmas Appeal TVC follows the path we have established for next year’s Red Shield Appeal, using a single atmospheric shot with an emotive voice-over to tell the story. In this case, the story is one of a family that has fallen on hard times. The woman whose voice we hear is faced with the dilemma of giving her kids a happy Christmas – at the cost of harder times down the line when they don’t have enough cash for other things. The key visual transition throughout the shot involves elements fading away from the background, a Christmas dinner on the table being gradually replaced by a can of beans and a loaf of cheap white bread. The TVC ends with a piece-to-camera from Robbie Ross, with the Salvation Army message and call to action.
