Glasgow’s Kelvinside Academy has become a late entrant in the Christmas advert of the year conversation with The Snow-in, a film that doubles down on creativity and community at a time when the private school sector faces mounting affordability challenges.
Developed by Story Shop and produced by Lost Clock Productions, the film-quality advert bypasses traditional TV and cinema platforms, relying instead on the power of its engaged community and social media channels to amplify its reach – and it has almost 200,000 views and counting.
Building on the success of last year’s Christmas advert, which earned praise for its emotional resonance and quality, The Snow-in highlights the West End school’s ethos of collaboration, creativity, and fun.
The story follows students and staff snowed in at the school during a storm, transforming what could have been a crisis into a heart-warming adventure filled with festive hijinks. From crafting decorations to building a makeshift cinema powered by student engineers, the pupils showcase the spirit of collaboration and innovation that defines Kelvinside Academy.
The film stars pupils at the school and Rector Dan Wyatt, who once again pokes fun at himself, taking a comedic turn in the advert. While all the pupils embrace life snowed in, Dan morphs into Tom Hanks’ character from Castaway, painting a face on a rugby ball called Gilbert.
He said: “This campaign shows what Kelvinside Academy is all about. We’re more than just a school — we’re a community where students feel at home, where creativity flourishes, and where we can find joy even in the most unexpected circumstances. The Snow-in captures that spirit, and we’re delighted to share it with our community and beyond this Christmas.
“After the success of last year’s ad, there was a lot of anticipation this time around — we’re very proud we were able to meet expectations. Credit must go to our pupils, who were once again the stars and made it so special.”
The advert, which takes inspiration from the acclaimed film The Holdovers is part of Kelvinside Academy’s response to the challenges facing private schools post-budget, using creativity to connect with its audience and reinforce its unique values. Its digital-first strategy has already sparked strong reactions across Instagram, Facebook, YouTube, and LinkedIn, with viewers describing the ad as “heart-warming,” “better than a John Lewis advert,” and “a perfect reflection of the KA community.”
Scarlett Hollerin, co-founder of Story Shop, said: “The Snow-in combines professional-grade production by Lost Clock with grassroots amplification, demonstrating how smaller budgets can still deliver a big impact.
“By blending cinematic storytelling with a heartfelt message, The Snow-in cements Kelvinside Academy’s position as an innovator, proving that creativity and authenticity can triumph in a competitive and challenging market.”
Watch The Snow-in below:
