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24 November 2021

Don't Stop Believing

by Jason Stone



SuperValu: “Share the Magic” - 90s

This Irish commercial for Supervalu provides yet another gorgeous bundle of Christmas sentimentality. A little girl called Aoife wakes to find an injured reindeer in her back garden. The impressionable child painstakingly nurses the fawn back to health, believing him to be one of Santa's fleet. Her parents indulge her, but only just... and eventually her dad gently tries to tell her the 'truth'.

Director Ben Liam Jones provides a cavalcade of intimate details as we witness Aoife's inspiring devotion. Regardless of whether or not he'll really be charged with the responsibility of dragging gifts for all the world's children through the night air on Christmas Eve, his adopted 'mum' is determined that he'll be match fit.

As the big night approaches, undaunted by her parents' scepticism, Aoife urges the fawn to take to the skies. The neighbourhood's other children begin calling out too, and who wouldn't be able to fly with such encouragement?

The music accompanying the action has a hint of ET about it, and that helps build the audience's hope that Aoife has backed the right reindeer. It's part of a wholehearted commitment to the idea... there's not a hint of cynicism in the film that Jones has delivered, and that makes it irresistibly charming.


Director: Ben Liam Jones Ⓟ Ⓦ (Merman Ⓟ Ⓦ)
Cinematographer: Nick Morris Ⓦ (Vision Ⓟ Ⓦ)
Production Designer: Ciara O'Donovan
Location Manager: Maria O'Connor
Animation Director: Graham Gallagher

David Reviews is hand-crafted by Lovely Lenzie Ltd, 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.