While everyone else is busy celebrating, Christmas is just another horribly lonely day like any other for an elderly man, in a poignant film by U.K. charity Age U.K.
The PSA, directed by Philippe Andre at Independent Films for agency Drum, shows the man leading his lonely life throughout the seasons, with glimpses of the family next door celebrating different holidays. As he eats breakfast, watches TV and goes food shopping alone, we hear the soundtrack of his voicemail recording -- and of course, it's eventually revealed that there are no messages. On a freezing winter day, he goes to the store to find it closed, as he clearly hasn't realized what day it is. He then comes home to see next door's family welcoming holiday visitors.
The campaign also includes OOH executions, includiing at one of London's busiest Stations, Euston, which will display messages to consumers as they pass through the station. The charity is urging people to donate to help tackle the isolation that is making nearly a million older people feel lonelier at Christmas time, two-fifths of whom have been widowed.