Such a likeable Christmas commercial by M&C Saatchi for Big W. It probably helps that I’m a mum (and like so many mums the main Chrissy present buyer). In the spot, a mum shows you (the viewer) her Christmas (so like your own) This mum gives gifts to her family that she knows will make her life a little difficult but does it anyway – because it will make them happy. (You do too, right?)
The campaign, For the love of giving, is a nod to knowing parents who gladly make sacrifices for their kids and loved ones, doing almost anything to make Christmas joyful for them. It acknowledges the joy of giving.
For the love of giving launched with the 30-second version of the film on Monday night, November 1. The full campaign will also cover radio, online, social, OOH, SEM, PR and influencer activity.
Avish Gordhan, executive creative director, M&C Saatchi, commented, “My parents got me a Tabla drum set when I was a kid and I’m sure they regretted that while I was learning how to play. This campaign is built around that truth – parents give for the love of giving. We have the instinct to put the ones we love first because the joy on their faces is worth it. Even if that means being woken to rhythmless percussive beats at 6am.”
Kristen Linders, general manager marketing, BIG W, added, “After a trying year for many, Aussies are even more excited about celebrating the festive season with friends and family, and we’re here to make the experience all the more special and bring a little joy in our uniquely BIG W way. Finding that perfect gift this Christmas is that much easier at BIG W, with thousands of great value gifts under $30, which are all easy to find with our dedicated Gift Spot.”
Credits:
Client: BIG W
General Manager, Marketing: Kristen Linders General
Head of Marketing, Brand and Strategy: Claire West
Head of Channels and Optimisation: Fiona Harrop
Marketing Manager – Campaigns: Stephanie Denman
Assistant Marketing Manager – Campaigns: Claudine Laycock
Creative Agency: M&C Saatchi Sydney
Chief Creative Officer: Cam Blackley
Executive Creative Directors: Avish Gordhan & Mandie van der Merwe
Creative Director: Brendan Donnelly
Senior Copywriter: Janet Evans
Copywriter: Jason Leigh
Art Director: Rob Gordon
Head of Strategy: Rachael Fraser
Senior Strategist: Amy Grant
Head of Content: Emma Parsons
Senior Broadcast Producer: Lillian Schroeder
Group Head: Ben Greenslade
Senior Account Director: Jo Movizio
Integrated Project Director: Vanessa Millemaggi
Account Executive: Ingrid Williams
Integrated Producer: Vanessa Fernandez
Studio Manager: Fleur Farrington
James Jamias: Design Director
William Gembitsky: Motion Designer
Production Company: Good Oil
Director: Stuart Bowen
Producer: Catherine Warner
Sound: Song Zu
Edit: Arc Edit
Grade & Online: Andy Clarkson & Resolution Design
PR Agency: Red Havas
Media Agencies: Carat & Woolies X
