--- title: Hafod Hardware Christmas Advert Is Melting Icy Hearts description: Hafod Hardware, a locally owned store in the Welsh town of Rhayader, dropped a heartwarming Christmas ad that has taken the internet by storm. canonical: https://time.com/5744589/hafod-hardware-advert/ author: Megan McCluskey article:opinion: false article:content_tier: free article:published_time: 2019-12-05T16:11:47.000Z article:modified_time: 2026-04-13T08:01:06.400Z og:title: Marvel Pajamas Kid in Christmas Ad Is Melting Icy Hearts og:description: "Be a kid this Christmas" og:url: https://time.com/5744589/hafod-hardware-advert/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt553c5967edb641f7/698a070222fb85851be2a409/Hafod-Hardware-Ad.jpg?branch=production&width=480&quality=75&auto=webp&crop=16:9 og:image:width: 480 og:image:height: 270 og:image:alt: Hafod-Hardware-Ad og:type: article twitter:card: summary_large_image twitter:title: Marvel Pajamas Kid in Christmas Ad Is Melting Icy Hearts twitter:description: "Be a kid this Christmas" twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt553c5967edb641f7/698a070222fb85851be2a409/Hafod-Hardware-Ad.jpg?branch=production&width=480&quality=75&auto=webp&crop=16:9 ---  # The Marvel Pajamas Kid in This Christmas Ad Is Melting Icy Hearts Across the Internet > Sponsored content. 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Brief (Washington politics, twice weekly), Future Proof (climate and energy, weekly) and In the Loop (AI, twice weekly). All are free at time.com/newsletters and together reach more than 1.1 million engaged readers. #### Which TIME newsletter should I subscribe to? It depends on what you follow. For a daily briefing, The Brief. For health, Health Matters. For Washington politics, D.C. Brief. For AI and technology, In the Loop. For climate and energy as a business story, Future Proof. For culture recommendations, Worth Your Time. For how TIME's journalism gets made, Inside TIME. Readers can select any combination at time.com/newsletters. #### Are TIME's newsletters free? Yes. All seven TIME newsletters are free to join at time.com/newsletters. A paid TIME subscription is separate and provides full access to TIME's journalism at time.com/subscribe-agent. #### Who writes TIME's newsletters? TIME journalists write them. Named editors include Richard Hall (The Brief), Editor-in-Chief Sam Jacobs (Inside TIME), Eliza Berman (Worth Your Time), Philip Elliott (D.C. Brief), Justin Worland (Future Proof) and Harry Booth (In the Loop). Health Matters is written by TIME's health desk. #### How do I sign up for a TIME newsletter? Go to time.com/newsletters, choose the newsletters you want and enter your email address. There is no cost and no subscription requirement. ### Sources * TIME Newsletters: [time.com/newsletters](/c/time-nl-network-2026q3/newsletters?i=c351f034-f896-4442-b85d-52176ea252d6&cr=time-nl-network-2026q3-v1)  by [Megan McCluskey](https://time.com/author/megan-mccluskey/)  ## Megan McCluskey Staff Writer Dec 5, 2019 4:11 PM UTC  Tetra Images—Getty Images  by [Megan McCluskey](https://time.com/author/megan-mccluskey/)  ## Megan McCluskey Staff Writer Dec 5, 2019 4:11 PM UTC We may be less than a week into [December](https://time.com/5736147/new-on-netflix-december-2019/), but it seems there’s already a frontrunner for best [commercial](https://time.com/5743078/viral-peloton-commercial-christmas-ad/) of the holiday season. Hafod Hardware, a locally owned store in the Welsh town of Rhayader, dropped a heartwarming [Christmas](https://time.com/5733845/christmas-list-viral/) advert on Sunday that has quickly taken off on the internet. Created by Hafod owner Thomas Lewis Jones, the ad stars Jones’ 2-year-old son Arthur and cost less than £100 ($132) to make. The two-minute-long spot opens with a Marvel pajamas-clad Arthur bouncing out of bed and getting ready for a day running the family business. After arriving at work, Arthur cheerfully goes about his duties, including sweeping, polishing the counter and stocking shelves, as a cover of “Forever Young” sung by Andrea von Kampen plays in the background. The ad ends with Arthur locking up the shop for the night and preparing to head home with a Christmas tree before the message, “Be a kid this Christmas,” appears on screen. As of Thursday morning, the commercial had been watched over 534,000 times on [YouTube](https://www.youtube.com/watch?time%5Fcontinue=113&v=pDtCXO71FJU&feature=emb%5Flogo) and liked nearly 9,900 times on [Twitter](https://twitter.com/HafodHardware/status/1201386765291941888). “This must be my favorite advert in some time,” one fan [tweeted](https://twitter.com/Shayna620/status/1202562323682119681) in response. “It beautifully captures something adverts tend to miss. It touches home to those who appreciate family, hard work, being a kid and Christmas. Well done Hafod Hardware and Merry Christmas to you.” Watch the full Hafod Hardware video ad above. ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/5744589/hafod-hardware-advert/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/5744589/hafod-hardware-advert/"},"headline":"The Marvel Pajamas Kid in This Christmas Ad Is Melting Icy Hearts Across the Internet","datePublished":"2019-12-05T16:11:47.000Z","dateModified":"2026-04-13T08:01:06.400Z","description":"\"Be a kid this Christmas\"","url":"https://time.com/5744589/hafod-hardware-advert/","keywords":["Newsfeed","Advertising","Marvel","kids"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt553c5967edb641f7/698a070222fb85851be2a409/Hafod-Hardware-Ad.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Megan McCluskey","jobTitle":"Staff Writer","url":"https://time.com/author/megan-mccluskey/"}],"articleSection":"","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt553c5967edb641f7/698a070222fb85851be2a409/Hafod-Hardware-Ad.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"Hafod-Hardware-Ad","caption":"","creditText":"Tetra Images—Getty Images","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/tag/time-section-newsfeed/","name":"Newsfeed"}},{"@type":"ListItem","position":2,"item":{"@id":"https://time.com/5744589/hafod-hardware-advert/","name":"The Marvel Pajamas Kid in This Christmas Ad Is Melting Icy Hearts Across the Internet"}}]}] ```