The first Australian Christmas commercial has appeared. It’s by M&C Saatchi Sydney for Big W. It’s a happy family Christmas film, told in reverse – from the moment mum realises that Christmas is coming to the Christmas morning opening presents ritual. The told in reverse device was begun in September, when M&C Saatchi released its Every day’s a big day TVC for Big W.  It also continues Big W’s recent marketing focus on families and the part the retail chain plays in helping with their big days.

https://youtu.be/znUDs8srQAQ

The Christmas campaign is running on TV, radio, online, social, OOH, SEM and PR.

Says M&C Saatchi Sydney creative director, Brendan Donnelly, stated, “Santa gets all the credit but the real superheroes of Christmas are the parents. Even though it comes around every year, it somehow still sneaks up on us! The reverse treatment of the film takes viewers on a journey, starting with the big day and travelling backwards through the busy season until mum realises that it’s Christmas already.”

Kristen Linders, general manager marketing at Big W, added, “At BIG W, we understand that every day is a big day for families and there’s a lot of pressure at this particular time of year to make Christmas a perfect day. However, we also recognise that it’s often those imperfect family moments where the richest memories are made. With so many little things to do in preparation for Christmas, our latest campaign highlights how BIG W is there to help – every step of the way.”

Additionally, on Thursday October 31 Big W will launch its inaugural Gift Spot in-store and online, a curated range of thousands of gifts under $50.

Credits:

Creative Agency: M&C Saatchi, Sydney
Media Agency: Woolworths@DAN
PR Agency: Magnum & Co

Client: Big W 
General Manager, Marketing: Kristen Linders
Head of Brand & Category Marketing: Carly Bowra
Marketing Manager: Melanie McPherson
Head of Design, Production & Store Marketing: Rebecca Spurr
Head of Media Buying, Social Media and Public Relations: Fiona Harrop
Public Relations Manager: Michelle Bartolo
Social Media Manager: Alice Harrison