Harry Enfield stars in Save the Children Christmas Jumper ad

Harry Enfield stars in this year's Save the Children's Christmas Jumper Day ad, in a spoof of alcohol brand Southern Comfort's "whatever's comfortable" by Wieden & Kennedy.

Enfield walks along a beach in cold weather wearing small red trunks to the festive soundtrack of Hit or Miss by Odetta. Around him, people are wearing big coats, hats and scarves.

A dog follows him and a lady flashes him with a festive swimsuit. Enfield then disappears behind a screen and emerges wearing a Christmas jumper. A dog runs past, also wearing festive knitwear.

The last frame shows Enfield holding a Save the Children bucket with a flag sticking out promoting Christmas Jumper Day. The campaign asks people to donate £2 to the charity and show their support by wearing a festive jumper on 12 December.

The online ad was created by Contagious London, with Paul Weiland, the executive creative director and director of the work. Mary Wear was in charge of copywriting.

The Southern Comfort ad that this is based on launched in August 2012. At Wieden & Kennedy Jeff Dryer took charge of art direction and Nick Kaplan was the copywriter. It was directed by Tim Godsall through Biscuit Filmworks.

Last year, Contagious London made a spoof in collaboration with The Killing, the Danish TV series, in which the show's main character wears a Christmas jumper.

Weiland said: "Last year’s film was a great success for Save the Children and we wanted to build on this."