Mother finds Christmas gifts at Big W for the family in latest M&C Saatchi campaign

Big W has released its Christmas campaign via M&C Saatchi titled ‘For the love of giving’.

The campaign shows a mother on Boxing Day examining the gifts she has given her family for Christmas.

In the 45-second spot, a Mum looks at the gifts she has given her family, including noise-cancelling headphones and weights.

The campaign also has 11-second, 15-second, and 30-second cuts. In one of the 15-second cuts, the Mum receives a gift of a smartwatch.

M&C Saatchi executive creative director Avish Gordhan said: “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.”

Big W general manager marketing Kristen Linders 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.”

The campaign will be on TV, radio, online, social, out-of-home, SEM, PR and influencer activity.

Last year’s Big W Christmas ad showed a boy surprise his father who battled last summer’s bushfires, also created by M&C Saatchi.


Client: BIG W

Kristen Linders – General Manager, Marketing

Claire West – Head of Marketing, Brand and Strategy

Fiona Harrop – Head of Channels and Optimisation

Stephanie Denman – Marketing Manager – Campaigns

Claudine Laycock – Assistant Marketing Manager – Campaigns

Creative Agency: M&C Saatchi Sydney

CCO: Cam Blackley

Executive Creative Director: 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: GoodOil

Director: Stuart Bowen

Producer: Catherine Warner

Sound: Song Zu

Edit: Arc Edit

Grade & Online: Andy Clarkson & Resolution Design

PR Agency: Red Havas

Media Agency: Carat, Woolies X


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.