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Welsh male voice choir stars of Christmas TV ad

Pictured: Gethin Jones in Clogau's new Christmas advert. Credit: S3 Advertising

The ad for jewellery brand, Clogau, aims to show that Christmas doesn’t have to be perfect and rather it’s who you share it with that really matters.

‘Tis the season – and one of the first Christmas adverts of the year hits screens from today. Filmed entirely in Wales, the production – by Welsh creative agency S3 Advertising – sees the Cwmbach Male Choir and TV presenter Gethin Jones take centre stage.

Clogau family home in Dolwyddelan, Conwy. Credit: S3 Advertising

Shot at the Clogau family home in Dolwyddelan, Conwy, North Wales – just miles from where a host of famous faces will arrive at Gwrych Castle in Abergele this month for the new series of ‘I’m A Celebrity…Get Me Out Of Here!’ – it also goes some way to explaining why Gethin ended up in hot water earlier this year.

After taking to Instagram, proudly posting a photo of a Clogau wedding band around his finger with the caption, “It’s been a big day”, a whole host of celebrity friends and fans rushed to congratulate him on his nuptials – only for him later to clarify he was actually shooting the Christmas campaign for the jewellery brand.

Now, for the first time, fans have the opportunity to see Gethin’s ‘new wife’ as well as ‘his’ daughter, son and dog – as the advert lands on televisions across the country and takes the audience through the story of a family collecting their Christmas tree, planning to emulate the perfectly decorated version as featured in a festive magazine.  

When December rolls around, it’s easy to get consumed and distracted by choosing perfect gifts, decorating the perfect tree and cooking up the perfect Christmas lunch. But we wanted to take the pressure off – this year especially!” says S3 Advertising’s Head of Planning, Sarah Mason.

Of course, things never go that smoothly in real life and instead, we see the highs and lows as the tree’s put up. As we end ona scene of the familysmiling and laughing together, staring at their beloved anddisheveledtree, it all becomes clear – Christmas doesn’t have to be perfect, but it’s who you share it with that really matters.

“We knew that the perfect complement to our visuals would be a choir.” says S3 Advertising’s Head of Production, Dan Veal.

“Not only would it help position the brand as Welsh and proud, but it also provided us the opportunity to shine a spotlight on the Welsh language. So, we reached out to Cwmbach Male Choir and after holding a meeting with the committee, they agreed to get involved.

Cwmbach Male Choir

However, as Coronavirus restrictions meant there was no way the choir could come together in one room to perform, composer, Nathan Jones, took a virtual approach. Working with S3 Advertising and Cwmbach Male Choir’s Musical Director, Dr Mike Thomas, he brought together individual recordings of the Welsh language version of ‘Ding Dong Merrily On High’ by members of the choir, collating them through technical wizardry into a choral performance. 

Nathan says, “Music in Christmas adverts is always a highlight of the season – and creating new, modern arrangements of old songs for traditional ensembles is one of the jobs I enjoy most as a vocal arranger. To be given the opportunity to write this version and have it recorded by one of the best male choirs in Wales is a privilege, especially this year.”

“We’re thrilled to have had the opportunity to be involved,” says Cwmbach Male Choir’s Chairman, Brian Williams, “a great advert, great singing – importantly, made in Wales.”

Vice Chairman, Rob Davies, adds, “During these troubled times it’s more important than ever that the members of the choir are involved in new projects as we can’t get together to sing. It’s testament to the commitment of the members that over 30 contributed via Zoom to the soundtrack on this delightful video that brings hope and optimism of better times to come.”

The choir will be heard in all their glory in the advert, which airs on TV from today.