‘Earworm’ uses legendary singer Bonnie Tyler’s classic ballad ‘Total Eclipse of the Heart’, placing the tune at its very centre, which many viewers who have had a song stuck in their head will be able to relate to.

The 60-second film, the fifth created by agency Don’t Panic for Shelter, was directed by ‘The Greatest Showman’ Michael Gracey. Shelter estimates this year a total of 84,240 families in England will wake up on Christmas Day in insecure temporary accommodation, too often crammed into grotty B&Bs and hostel rooms, where babies have little room to learn to crawl or walk, while children are forced to share beds and have no space to do homework.

It follows a charming schoolboy who hums the epic ballad on his bus ride to school and in his classroom, before he is shushed by a stern librarian. At first, he doesn’t want to but eventually he gives in to the music taking hold.

Checking the coast is clear before emerging from a toilet cubicle, he begins to belt out the 80s banger, while clenching his fists, before dropping to his knees while a pupil looks on bemused. Taking it up a notch in the lunch hall, he jumps up onto the table and starts to hit the high notes, while oblivious to his fellow pupils.

On his walk home, the little hero jumps over traffic cones, stomps in puddles, and raises his face to the sky while singing. Returning home and back to reality, he finds his mum holding her phone on speaker mode, trying to get through to the accommodation service, before we realise the heartbreaking reason why our hero has got the song stuck in his head – it’s the hold music playing on repeat.

Many people will know the infuriating experience of being left on hold and unable to talk to someone. For thousands of families experiencing homelessness, this final scene will be their reality.

To inform the campaign, Shelter and creative agency partner Don’t Panic worked closely with people who have lived experience of temporary accommodation to understand the true human cost of homelessness.

The team decided the schoolboy should sing acapella, rather than with a backing track, in order to stand out amongst other Christmas adverts of the season that will feature big, glitzy music hits. They also chose an older track that a young boy is unlikely to know, in order for his singing to feel ‘off’ from the beginning of the film.

Mairi MacRae, director of campaigns and policy at Shelter, said: “With genuinely affordable social homes in short supply, families often face months if not years in cramped, insecure temporary accommodation, with little or no support. Every day we hear from people, like the mother in this film, who are terrified of being stuck living in appalling conditions, watching as damp and mould climb the walls. No family should face homelessness alone. This Christmas, we’ll be doing everything possible to help parents fight for a better home for their children.” 

Georgia Stephenson, associate creative director at Don’t Panic London, said: “Music is such a huge part of Earworm. What starts as a source of joy is soon revealed to be the source of much pain and frustration for our family facing homelessness. We all know what it feels like to be left on hold, tormented by a looping track, but when it’s a necessary part of fighting for a safe home for your family, it’s doubly cruel. We hope our film will be as memorable as the earworm itself, to drive those vital donations to Shelter.”

The film was directed by Michael Gracey, award-winning director of global smash hit ‘The Greatest Showman’ and recent Robbie Williams biopic ‘Better Man’. It was choreographed by Ashley Wallen, a frequent collaborator with Gracey, renowned for his work on major film musicals, as well as X-Factor and multiple Kylie Minogue world tours.

The decision to cast an untrained dancer was deliberate, to help the schoolboy feel more relatable, and his situation feel rooted in reality, which it is for thousands of children across the UK. Wallen taught the actor to dance especially for the film.

“What moved me most about this film is how much heart endures through such human struggle, a story that holds hope, subtle influence, and the reminder that change, when it comes, can only improve lives. Being part of it was deeply meaningful; it reminded me why I love this craft. Everyone poured their soul into it, united by the belief that stories can shift the way we see and engage with the world and each other,” adds Michael Gracey.

2025 is the fifth consecutive year that creative agency Don’t Panic has worked with Shelter to create their Christmas campaign, this time focusing on the shared frustration between mother and son and at not being able to change their situation.

No family should face homelessness alone this Christmas.

Visit www.shelter.org.uk/winterappeal to donate.

The Scottish Housing News Charity Spotlight feature highlights the vital work of charities across Scotland each Friday. To include your local charity, whether housing-related or not, send your story and images to us at newsdesk@scottishnews.com.