Elsie's Gift - Very | Clapboard Ad Archive

Elsie’s Gift, a 2018 Christmas campaign created by St Luke’s for UK retailer Very, harnesses the power of storytelling to reposition gift-giving as a transformative act that nurtures a child’s potential and aspirations. Central to the campaign is an animated narrative following a young girl named Elsie, whose fascination with space is sparked by a toy rocket and later concretized through the gift of a toy astronaut helmet on Christmas Day. This gift becomes the catalyst for Elsie’s lifelong journey, leading her to study astrophysics and ultimately achieve her dream of becoming an astronaut. Very strategically elevates itself beyond transactional retail by framing its offering as an enabler of dreams, underscored by the campaign’s poignant strapline find the gift that helps them find their gift. The film’s seamless animation and emotional arc invite parents to reflect on the deeper meaning behind the festive exchange of presents, encouraging them to select gifts from Very’s diverse product range that inspire curiosity and personal growth rather than mere indulgence. What Clapboard’s taxonomy would classify as FORMAT#5 EXEMPLARY STORY is evident here, as the product is integral to the narrative’s resolution—Elsie’s gifted helmet is not a peripheral detail but the linchpin of the plot, embodying the brand’s role in shaping meaningful moments. The campaign’s execution aligns with Very’s brand positioning as a partner in creating magical childhood experiences, reinforcing its relevance in a competitive retail market increasingly driven by emotional connection and purposeful messaging. Clapboard rates this campaign 72/100. This campaign matters because it demonstrates how retail brands can use narrative-driven creativity to connect with parents’ aspirations for their children, showing that meaningful gifting can be both a commercial opportunity and a cultural statement about nurturing future potential.