Shelter - "Good As Gold" (2023) :90 (UK)

Good As Gold is a spot that tells the story of a young girl named Maddy who is eight years old. She is portrayed by an actor and is known for her exemplary behavior and her willingness to help others. Maddy hopes that her good actions will be rewarded with the perfect Christmas gift.

The advertisement is heartwarming and ends with Maddy waking up on Christmas Day. She is confused when she realizes that she is still living in a small, run-down room with her family, despite her good deeds. Maddy is heard saying, "But I was so good." It is disheartening that a child has to wish for a home for Christmas.

In July, the government released statistics that showed a record number of households and children living in temporary accommodations in England. As of March, there were 104,510 households in temporary accommodation, which is the highest number since records began 25 years ago. The total number of children in this situation is also at its highest level since 2004. As of the end of March this year, 131,370 children were living in temporary accommodation.

Shelter chief executive Polly Neate said: “This advert brings to life what it really means for a child to have nowhere to call home.

“Make no mistake: a cramped hostel room or a run-down bedsit is not a home, but this is where far too many children will be waking up on Christmas morning.

“As we head into winter, Shelter is doing everything we can to help the thousands of families facing homelessness this Christmas.

“Our expert advisers are working in communities across the country, they are taking calls at our emergency helpline, and they are providing free, expert case work.”

Client: Shelter
Sponsoring partner: HSBC UK,
Ad agency: Don’t Panic, London