Big W’s Christmas TVC is irrepressibly cute. Maybe too cute. OK, almost cloyingly cute. But it does stand out and it does tap into something that touches parents’ hearts, their children’s imaginary friends. Both of these assets matter during the Christmas ad rush.
The 45-second commercial, There’s A Little Something for Everyone, by M&C Saatchi Australia, is the story of ayoung girl named Tilly on a quest to find the perfect present for her imaginary friend. It captures the joy of thoughtful Christmas giving in a way no other agency has thought of.
The heartfelt campaign invites Aussies to look outside the obvious this Christmas and stretch their gifting list further than imagined, with its reminder that the perfect gift isn’t always big and expensive, but personal and thoughtful. Of course, things that are not expensive but thoughtful are Big W’s strength.
Brendan Donnelly, creative director at M&C Saatchi, stated,“For kids, Christmas is a time of imagination and wonder. While imaginary friends might be an outlier on parents’ Christmas shopping lists this year, when you look beyond the typical gifting aisles you’ll find there’s a perfect little gift for everyone. We hope this cute, simple story of a five-year-old girl trying to choose the perfect gift for her imaginary ghost friend, an unlikely Christmas character, will get people thinking differently about Christmas gifts this year.”
Vanessa Rowed, marketing director at BIG W, added, “BIG W is here to help families find affordable and meaningful Christmas gifts right across our store. The thoughtful gift is often more appreciated and as Aussies look to bring joy to their loved ones this festive season, we’re inviting people to look beyond the obvious gift. No matter who is on your list or what your budget is this year, BIG W has a gift in every aisle this Christmas, and every gift has the perfect recipient.”
BIG W’s full Christmas campaign covers TV, cinema, OOH, radio, OLV, digital display, in-store, social, PR, influencer marketing and owned channels.
Credits:
Client: BIG W
Director of Marketing: Vanessa Rowed
Head of Marketing: Claire West
Senior Marketing Manager: Stephanie Denman
Marketing Manager: Claudine Laycock
Assistant Marketing Manager: Aimee Carroll
Creative Agency: M&C Saatchi Sydney
Chief Creative Officer: Cam Blackley
Creative Director: Brendan Donnelly
Senior Copywriter: Nicole Conway
Senior Art Director: Tim Batterham
Group Strategy Director: Vanessa Graham
Strategy Director: Sarah Pont
Senior Strategist: Amy Grant
Head of Broadcast: Loren August
Lead Print Producer: Greg Hyslop
Group Head: Ben Greenslade
Senior Account Director: Adelaide Hinton
Senior Account Manager: Dorian Lagarrigue
PR Agency: Havas Red
Media Agency: Carat, Woolies X
