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Move over, Excitable Edgar! The most life-affirming Christmas advert of 2019 is here – and it’s for a tiny family-run hardware store in Wales

This year’s John Lewis Christmas advert, in which a dragon tries to kill several people then holds up a pudding, reportedly cost £7m to make. And that’s fine. It’s a good advert, and John Lewis has a reputation to uphold, and you can’t really put a price on the half a morning of vaguely duty-bound Twitter buzz it generated.

However, by no means is it the best Christmas ad this year. That plaudit now goes to Hafod Hardware, a tiny independent family-run hardware store in Rhayader, Powys, whose ad cost just £100 to make. Quite frankly, it blows John Lewis out of the water.

Related: Excitable Edgar the arsonist: John Lewis burns Christmas to the ground!

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