Good Morning Britain host Ben Shephard was reduced to tears on Friday morning after watching an independent Christmas advert that many are claiming is better than the multi-million pound John Lewis ad.
The TV presenter welled up on live TV after watching Love Is A Gift, which was reportedly made on a budget of just £50.
Creator Phil Beastall appeared live via video link to explain the idea behind the concept of Love Is A Gift, which has been viewed more than 5million times.
The ad shows a man listening to a tape recording of his late mother, which was recorded before she died.
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Ben got emotional during Good Morning Britain
Phil explained: "It was a last minute decision really, I was a frustrated film maker and I really wanted to get a film out there.
"I really wanted to create something that resonated with people because especially in today’s society we need a reminder that we are not just defined by our career, and family does come first."
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An emotional Ben said: "I’m going again, I’ve just done it again! Phil what have you done to me?"
Meanwhile, co-host Kate Garraway admitted that she too had been overwhelmed with emotion.
Phil Beastall appeared live via video link to explain his idea
She said: "We both started crying and we are hard as nails.
"Good luck to you, you really have a career in front of you."
Phil continued: "I wanted to make something that makes them hug their dads, wives or their family.
"I remember when I had the first edit together and I played it for the first time. The hairs on the back of my neck stood up and I welled up myself.
Phil’s ad has been praised as being better than the John Lewis ad
"Since them it’s always the film I speak most proudly of."
Phil says he’s been chuffed that people have compared his ad to retail giant John Lewis’s festive offering.
He said: "I’ve just been so distracted on my phone, getting all these notifications from people saying it’s better than the John Lewis advert which is the ultimate compliment.
"From people who have lost loved ones recently, saying it’s allowed them to cope better. Parents saying they’ve given their kids an extra squeeze, I’ve cried."
So did the viral ad really cost just £50 to make?
Phil revealed: “I must admit it cost a bit less.
"It was just the fuel to get to where Chris lived, we used Christmas decorations we already had, and maybe lunch was a tenner.
"Chris had a Walkman, he went into the attic and a little spoiler, if you do watch closely the Walkman doesn’t work!"
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