While a number of Christmas campaigns dared to bare the reality of Christmas’ supposed “joys”, such as discordant family togetherness and stressful preparations, Air Canada invites its viewers to dive fully into the wonderful dream of Christmas magic.
The Pond tells the tale of two hockey-obsessed sisters eagerly awaiting their backyard pond to freeze completely, so they can finally lace up their skates and play. As one sister gazes up at the night sky, she makes a heartfelt wish on a shooting star. To their astonishment, an Air Canada plane appears in their backyard and whisks them away to Santa’s workshop in the North Pole. The sisters awake at home, unsure if it was all a dream—until they discover a bottle of holiday magic from Santa himself. With a single drop, their pond transforms into a dazzling, icy new rink. The heartwarming tale of family, magic, and the spirit of the season, reminds us that when you believe, anything is possible.
“We’re proud to weave wonder into our holiday stories, bringing families and friends closer together as part of a cherished tradition for all of us at Air Canada,” stated Andy Shibata, vice president, brand, Air Canada. “The Pond not only reflects our passion for hockey but also our ongoing commitment to championing gender equality in both sports and aviation.”
“The Pond is a love letter to the simple joys of winter—watching backyard ponds freeze, lacing up skates, and playing the game, we love under the glow of holiday lights,” added Jeremiah McNama, executive creative director at FCB. “And for kids everywhere, it’s the ultimate wish come true: a direct flight to Santa’s workshop.”
The 90-second spot continues Air Canada’s longstanding tradition of emotional brand storytelling around the holidays, reinforcing the airline’s broader commitment to championing gender equality and supporting women in sports. It subtly highlights the power of sport to bring people together, regardless of age or gender, and celebrating Air Canada’s commitment to empowering women in hockey and beyond.
The full version will be shown in cinema in Canada, 60-second and 30-second versions on televisions, and 90-second, 60-second, 30-second and 15-second versions on social media and digital platforms.
FCB developed strategy and creative with production led by Scouts Honour, directed by Kevin Foley. Other creative partners include Tantrum Post for Post-Production, 456 Studios for Colour, 6Degrees for Music and Sound. Initiative and Air Canada Media Desk handled the media buy, and Weber Shandwick led public relations.
