It has been a long month of many Christmas commercials. But the world may have saved the best for last. An adorable, quirky twist on the Christmas joy of sharing with family and friends comes from TBWA\NEBOKO for the Netherlands’ biggest supermarket chain, Albert Heijn.
Harry, the family hamster stars in a scene-for-scene (many of them) remake of Wham!’s globally famous holiday anthem, Last Christmas, including the famous dinner table scene that embodies themes of warmth and connection. If the commercial wasn’t top trend material already, Andrew Ridgeley, co-founder of Wham!, makes a cameo appearance, creating a direct link to the song’s enduring legacy.
To connect with local audiences, the commercial integrates elements from Albert Heijn’s established campaigns, including Ilse, the supermarket’s well-known manager character, and appearances by its Hamster mascot. The familiar elements were inserted to tie the campaign back to the story while also complementing the tribute to Wham!’s classic. The commercial shows the power of nostalgia in advertising and how brands can connect with audiences through universal themes.
The campaign posed a unique creative challenge – honouring the nostalgia tied to Last Christmas while adapting it for a modern audience. According to Darre van Dijk, chief creative officer at TBWA\NEBOKO, the goal was to create something emotionally resonant while staying true to the spirit of the original.
“It’s nostalgia with a touch of magic. In our Whamster! film, the little hamster drifts off into a dream while watching and listening to Wham’s Last Christmas. And we, as viewers, are taken on a true trip down memory lane. With one difference: the Wham cast has been replaced by our own cast, starring Harry the hamster in the lead role. And as the cherry on top, a fantastic cameo by none other than Andrew Ridgeley himself,” van Dijk noted.
Johan van der Zanden, chief marketing officer at Albert Heijn, added, “For Albert Heijn, it was a fantastic opportunity to collaborate with the representatives of Wham! and pay tribute to this timeless Christmas classic. Last Christmas is a song that resonates with so many people across generations, bringing everyone together during the festive season. It perfectly complements the nostalgic and warm atmosphere we want to create with this campaign, where togetherness, tradition, and enjoying delicious food are at the heart of it all. The Hamster, an iconic brand character Albert Heijn uses throughout the year in promotional campaigns alongside with Albert Heijn supermarket manager Ilse and her family, plays a central role in this cheerful commercial. With this advert, we aim to inspire our customers to make Christmas a truly special occasion, shared with family and friends.”
The campaign debuted with a teaser on social media two days before the full commercial’s release. The teaser featured Ilse humming the tune of Last Christmas alongside Ridgeley, who comments that it’s his favourite song.
The full commercial will air throughout December on television and digital platforms in the Netherlands.
Credits
Client: Albert Heijn
Agency: TBWA\NEBOKO
Production: HolyFools in collaboration with MAKE, Studio63, AH Studio
Music: Public Audio
Offline Editing: Studio Bellamy
Post-Production: Ambassadors
Social: Boomerang
Media: Dentsu
