St. George shows ‘tender side’ for new Christmas TVC

St. George Bank has unveiled its 2020 Christmas campaign, featuring a hero TVC that focuses on the importance of connection and generosity this holiday season.

The ‘For The Road’ campaign, developed with Saatchi & Saatchi, tells the story of a young kid named Danny trying to connect with his dad, who is a truck driver.

St George ‘For The Road’ campaign

With the help of the St. George Dragon, Danny works to make a mixtape of music for his dad as a Christmas present.

St. George head of brand and advertising, Kate Kissane, said the campaign shows the importance of connection during a different and difficult year for many.

“In speaking with our customers we found that it really is the thought that counts when it comes to Christmas giving,” she said.

“While the festive season may be different this year for many, the things that make it really wonderful — family, generosity and connection — are more evident than ever.

“Christmas has always been a particularly special part of the St.George calendar. It’s the time of year where we celebrate connecting with our customers and community, and our annual campaign is a big part of that.”

The ‘For The Road’ campaign will launch with TV plus social and pre-roll content, digital, out-of-home, cinema and in-branch.

Saatchi & Saatchi chief creative officer Mike Spirkovski said the agency aimed to show off the tender side of the St. George Little Dragon character.

“We really enjoyed showing our Little Dragon’s tender side in this latest Christmas spot for St.George,” he said.

“It’s not what you spend, it’s what you give’ is an important message for families this year given the challenges of 2020 and we hope it inspires a more meaningful holiday season.”


Client: St.George Bank 
Head of Group Brands, Advertising & Media Westpac Group: Jenny Melhuish
Chapter Lead, St.George Brand & Advertising: Kate Kissane
Brand & Advertising Experience: Anthony Saunig
Service Owner, Brand & Advertising: Shea Whittington
Brand & Advertising Experience: Patricia Wade
Media Experience Lead: Mitch Holt
Creative Agency: Saatchi & Saatchi Sydney
Chief Creative Officer: Mike Spirkovski
Creative Director: Sam Chappell
Senior Copywriter: Anton Posa
Senior Art Director: Simon O’Neill
Strategy Partner: Matthew Morgan
Senior Broadcast Producer: Michael Demosthenous
Integrated Producer: Simon Davis
Group Account Director: Suzanne Leddin
Senior Account Manager: Caitlin O’Connor
Media Agency: MediaLab
Senior Media Planning Director: Katie-Lynn Guerreo

Production Company: Prodigious
Director: Armand de Saint-Salvy
Producer: Abby Hunt

Post Production: Alt VFX
Sound Design and Mix: Rumble Studios 
Photographer: Jeremy Shaw via Prodigious


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