People all over Ireland have been going crazy over Supervalu's new Christmas ad – and this morning Ryan Tubridy joined the masses, hailing it as a "magic" depiction of the beauty of Christmas.
Tubs heaped praise on the ad this morning, paying tribute to the supermarket giant for pulling off a Christmas message many are calling Ireland's answer to the iconic John Lewis ads in the UK.
"You can keep your John Lewis, because we now have our own bit of quality here in our own country where it belongs, and that's lovely," the Dubliner said on radio.
He talked listeners through the ad, which has sent social media into overdrive since its release, setting the scene of a video that shows a boy "asking his mother, 'is he still coming this year?
"And she replies, 'of course he is,'" said a clearly captivated Tubridy.
"The scenes that follow show the boy, and he's writing a letter, and he's placing a sign saying 'Please Stop Here', and he has mince pies and a glass of milk.
"Whoever came up with that ad in whatever communications or ad copyright place was really smart, because they got a bit of magic there.
"It's really Irish. It's really lovely. Great acting, great shooting – the whole thing. It's a win, win, win. I love it," said the 47-year-old host.
Tubridy isn't the only one who's gone mad for the Supervalu ad, though – it seems the whole country got a much-needed lift from it amid a year that has been an incredibly difficult one for so many of us.
SuperValu's interim marketing director Des O’Mahony said of the advert that Supervalu had taken "inspiration from letters from our own customers about the importance of Christmas this year."
He added that "while the festive season might be a little different, at SuperValu we know that the real magic of Christmas is being together and family is what makes it special.
"This advert captures the very real sentiment of the importance of family this Christmas."
