Woolworths’ New Christmas Ad Celebrates Aussie Traditions, Directed by M&C Saatchi and Glendyn Ivin

Woolworths has launched its Christmas campaign titled “Make this Christmas a Classic,” in collaboration with M&C Saatchi’s Greenhouse Collective. This campaign captures the essence of traditional Australian Christmas celebrations and the spirit of community.

The centerpiece of the campaign is a 60-second television commercial that highlights classic Christmas moments, showcasing the joy of bringing family and friends together. The story follows a young girl who is eagerly waiting for Santa but worries he might not find them. To help Santa and his reindeer locate their home, she and her friends build a giant carrot in the paddock. As the sun sets, families gather around a delicious Christmas feast, celebrating with fresh Aussie food. The commercial was filmed at a family farm in Jeetho, located 100 kilometers southwest of Melbourne.

Andrew Hicks, Woolworths Group’s Chief Marketing Officer, emphasized the importance of the campaign, stating, “As Woolworths enters its centennial year, this Christmas campaign reflects the enduring traditions that connect us with Australian communities. We are proud to celebrate the spirit of togetherness, from the regional farms that provide our fresh produce to the families gathered around the Christmas table.”

The campaign will be rolled out across various platforms, including TV, in-store displays, radio, press, digital media, social media, and outdoor advertising, ensuring that the message reaches a wide audience. This festive initiative aims to remind everyone of the joy and unity that the Christmas season brings.

Credits

Woolworths
Andrew Hicks – Chief Marketing Officer
Jane Saleh – Director, Woolworths Brand
Cassie Wheeler – General Manager, Woolworths Brand
Samantha Smith – Senior Brand Communications Manager
Nikita Dinan – Brand Communications Manager
Carmel Norton – Brand Communications Planner

Creative Agency: M&C Saatchi Group
Media Agency: Dentsu / idX
Post-production: Alt VFX / Resolution Design
Music & sound design: MassiveMusic