A small shop in Wales with a reputation for challenging big-budget John Lewis with their own Christmas ads have done it again.... with a tear-jerker that is getting thumbs up from everybody!

Rhayader's Hafod Hardware have launched their festive commercial - made for less than £100 - with cute two-year-old Arthur Jones stealing the show.

Arthur's proud dad Tom and film-maker friend Josh Holdaway filmed and edited the two-minute video all in a day.

Winsford Guardian:

The Hafod Hardware Christmas advert begins with two-year-old Arthur Jones waking up at home before a busy day at work. Images: Hafod Hardware

It has already won over the hearts of customers and locals in the small Powys town - and now they hope it grabs a nationwide audience much like their previous ads.

"The aim is to make it the best Christmas advert of the year," said Tom, 30. "The comments we've had so far have been amazing."

Winsford Guardian:

Little Arthur on his way to open up shop at Hafod Hardware

The video begins with little Arthur getting out of bed before donning his apron and carrying out a day's 'work' at the family-run hardware store.

Sweeping the floors, polishing the counter and replacing stocks on the shelves are all part of his duties.

The busy boy is also on hand to deal with customers - all with a friendly smile and big thumbs up.

Winsford Guardian:

Arthur spends his working day sweeping the floor...

The commercial - which features four generations of Tom's family - ends with Arthur shutting up shop before carrying home a Christmas tree... but with a little twist!

Fittingly, the advert features a cover of Alphaville's 1984 hit 'Forever Young', performed by American singer-songwriter Andrea von Kampen.

"Making this video with my son has been an experience I will cherish for a lifetime," said Tom.

Winsford Guardian:

...but takes a break to read a children's book with his favourite stuffed toys 

"He's such a bright boy and I would be lying if I said it was difficult to get him to perform on screen.

"He often comes to visit me in the shop, so weren't really asking him to do anything he hadn't done before.

"Whenever I watch the advert, it makes me well up with pride."

Tom added: "Forever Young was the song I really wanted. I asked (Andrea) if she could do a cover and she was happy to do it.

Winsford Guardian:

Arthur deals with customers with a warm smile and big thumbs up

"She recorded it in a studio and paid $100 for a sound engineer. I said we'd pay - so that's all the advert has cost us. She's got an incredible voice, it's perfect for the advert."

It is the third year in a row that Hafod Hardware have released a Christmas advert - all featuring young Arthur.

The previous commercials have been viewed hundreds of thousands of times to huge acclaim and Tom is again hoping to put a smile on people's faces.

Winsford Guardian:

Arthur gives a thumbs-up to a customer who is played by his own grandfather

"All three adverts touch upon the significance of family at Christmas and so it was extremely important to me that Arthur had a role in each one," said Tom.

"Showing the transition of him as a young baby in the first advert, through to the young man he is today, really does capture the essence of what we have been trying to create.

"We are told every year that Christmas is for kids, but there's nothing stopping us all from being big kids at Christmas."

He added: "All the time, people are coming into the shop and asking us about our Christmas adverts. Even strangers pop in to say they've seen them.

Winsford Guardian:

Arthur shares a thumbs up with another customer, this one played by film-maker Josh Holdaway

"People are always asking whether we were doing another one this year. It's hard to say no, we feel obliged to do it.

"The locals love them. It's nice to think we can put a lot of smiles on people's faces in the community. It's always nice to do something for the town.

"But there is an underlying message. We are just a small independent shop in Mid Wales trying to compete with the big boys like John Lewis and M&S.

"We've shown that it can be done on a very small budget."

Winsford Guardian:

The video ends with Arthur attemping to pick up a Christmas tree.... but there is a small twist!

The video can also be seen on Hafod Hardware's YouTube channel.

One of the oldest businesses in Rhayader, Hafod Hardware was established in 1895.