Charlie’s Bar in Enniskillen released the new advert on Friday, which depicts an elderly woman reading a handwritten letter from her late husband. The film, interspersed with black-and-white flashbacks of their memories together, ends with the woman sitting at the bar with her son and granddaughter.

The letter, written from the perspective of the husband before his passing, reflects on cherished family moments.

Last year, the pub captured global attention with a touching advert about an elderly man befriended by a couple at the bar, which amassed over six million views on X, formerly known as Twitter.


Una Burns, 33, co-owner and manager of Charlie’s Bar, said she wanted this year’s advert to carry a poignant message about supporting those grappling with grief during the festive season.

“It’s inspired by stories I’ve heard over the years working at the bar and from our customers’ experiences,” Ms. Burns told the PA news agency. “Christmas isn’t always a happy time for everyone. For those dealing with loss, it can be especially difficult.”

She continued, “I wanted to include an actionable message. If you have loved ones with you this Christmas, cherish them. And if you know someone who might be alone or grieving, take the time to reach out, have a chat, or spend time with them. A little gesture can make a big difference.”

Ms. Burns also hopes the advert will shift the focus away from material gifts and remind people to prioritize time with loved ones.

The film’s voiceover is performed by the elderly man who starred in last year’s viral advert, while other participants include locals familiar with the pub. “Everyone in the advert is from the community and known to us,” Ms. Burns explained. “Even the person who filmed it this year was part of last year’s project.”

The campaign has already had an emotional impact. Ms. Burns shared that viewers have reached out to express how the advert has inspired them to connect with loved ones.

“One person told me it encouraged them to ask their grandfather to write letters to his grandchildren while he still has his humor and sharpness,” she said. “Knowing that something we created has sparked that kind of connection is incredibly moving.”

Looking ahead, Ms. Burns plans to create more adverts that promote heartfelt messages and highlight the positive role pubs can play in fostering community.

“Pubs often get a bad reputation, but they can be a source of comfort and connection,” she said. “For many, they’re a place to share stories, find companionship, and feel less alone. This work reminds me why we do what we do.”