About three years ago, just before Christmas (as it happens) I was in town with daughter #2 after I'd collected her from school. We visited one of the local bookshops and found it occupied with a film crew setting up for an ad. Daughter #2 was 10 at the time and still in her (primary) school uniform. The producer sidled up to us and asked permission to use her 'in shot' selecting a book from the kids' rack. She thought this would be 'cool' and it took only two takes, for which she received a couple of books and a decorated shoulder bag.
It still crops up in local ads and her schoolmates (now in high school) comment to her whenever they see it.