‘Tis the season! We’ve gift wrapped all your favourite Christmas campaigns of 2023
This is part of Mumbrella’s 2023 Christmas campaign coverage. Click here to see other articles in the series.
Mumbrella has bundled up the Christmas campaigns of 2023 into one merry celebration. With sleigh-loads of joy and heaps of cheer, take a look at the festive campaigns from this year.
Target via AJF Partnership
Putting a new spin on Christmas classic ‘Jingle Bells’, Target’s campaign created by AJF Partnership placed the department store at the centre of Christmas celebrations with the rework tune, ‘Target All The Way’.
“With ‘Target All The Way’ we want to remind all Australians that we can be their first destination for great gifts for the whole family and for everything you need to create your perfect Christmas, whatever that may look like,” said Target’s GM of marketing, Jamima White.
The spot marked the continuation of nine years of creative partnership, and put a broader focus on Target’s offerings.
Salvos Stores via The General Store
Showcasing the beauty of preloved gifts, Salvos Stores took a purpose-led approach to Christmas this year, via The General Store.
Matt McMahon, customer experience manager at Salvos Stores, said: “This work beautifully demonstrates that gifts from Salvos Stores have special meaning because of the consideration that goes into searching for a unique item, whether it’s an obscure vegan cookbook, a retro game console, or even a vintage sweater vest.”
The awkward nature of the campaign and its tongue-in-cheek dialogue aimed to help bring Salvos Stores’ brand personality to life.
Michael Hill Jeweller via CHEP Network
Developed by CHEP Network, Michael Hill Jeweller reminded Aussies how to have a ‘Christmas to Remember’, with an emotional story that followed a family going through some changes.
CHEP Brisbane’s creative lead, Christy Peacock, said: “This year’s story celebrates the special connection between dad and Evie, his teenage daughter.
“Evie’s surprise gift to dad’s new partner on Christmas Day is as much about showing her love for her dad as it is about welcoming a new member to the family.”
Stockland via Havas Host
Stockland was ‘Here for the Christmas Makers’ this year, in its campaign that championed the unsung heroes of the festive season, via Havas Host.
“Our campaign aims to inspire Christmas makers to squeeze a little more magic out of the Christmas period. Whether it’s buying your gifts online, sorting food and decorations early, or finding the perfect outfit for your Christmas party – Stockland is making Christmas a little smoother for our customers, no matter which Christmas maker they are,” said Natalie Warren-Smith, general manager of brand and channels at Stockland.
rebel via The General Store
Also tugging on the heartstrings was rebel’s Christmas campaign, created via The General Store.
The spot showed a young boy discovering old photos of his mum, a hardworking nurse, learning that she used to be a marathon runner. He worked hard to make some money and buy her some running shoes for Christmas, seeking to reignite her passion.
“The ‘Sport is a Gift’ campaign captures the essence of the transformative power of sport and its ability to change someone’s life,” said Rosemary Martin, general manager of marketing and ecommerce at rebel. “It highlights the generosity and spirit of the festive season, along with the importance of love and connection.”
Myer via Clemenger BBDO
Myer looked to ‘Make Your Merry Meaningful’ this year, with its campaign from Clemenger BBDO.
Wrapped around the age-old idea that it’s the thought that counts, the charming spot showcases all of Myer’s offerings.
“We’re here to help every Australian to give thoughtfully, mindfully and meaningfully this year – from our expertly curated Giftorium, our world class service to assist and inspire choice, professional gift wrapping, and our renowned Santaland to entertain the family – we have everything all under one roof,” said Geoff Ikin, CCO of Myer.
Coles via Smith St
Coles extended its ‘Great Lengths for Quality’ platform for this year’s Christmas spot, via bespoke agency Smith St.
In the campaign, Coles playfully claimed it always goes to great lengths to ensure quality, from sourcing Christmas puddings from the older pudding makers in the world, to picking every one of their strawberries by hand, to triple-smoking their own Christmas ham.
Psembi Kinstan, ECD at Smith St, said: “Coles ‘Great lengths for quality’ has already proven to be a tremendously powerful idea, and we’re excited to release the next chapter to build on this platform – now with 100% more elves.”
Woolworths via Greenhouse Collective
Developed by M&C Saatchi’s bespoke model, Greenhouse Collective, Woolies’ Christmas spot celebrated the little things in life this year.
The campaign followed the journey of school children dressed as Australia’s favourite Christmas food – cherries, mangoes, and prawns – as they got ready to perform in a show for friends and family.
“Food is at the heart of many festive celebrations and as today’s ‘Fresh Food People’ we wanted to shine a spotlight on that through our latest campaign, which highlights our incredible produce, including Australian grown mangoes and cherries,” said Andrew Hicks, Woolworths Group CMO. “And no Australian Christmas is complete without prawns.”
QIC via Jane Doe Creation
QIC also took a family focus to its Christmas advertising this year, working with Jane Doe Creation. It invited Aussies to embrace their inner child.
“Christmas is a time for coming together with family and loved ones and to mix it up a little, this year we let the kids decide who was on the ‘Naughty & Nice’ list,” said Elissa Maine, ECD at Jane Doe Creation.
“Casting real families and following the threads of their responses to build out our storytelling was a deliberate casting decision put forward by Alex. It radiates real warmth and connectivity throughout the campaign and brings a genuine smile to your face.”
Westfield via whiteGREY
Taking a spin on the magic of believing, Westfield’s Christmas spot, made by whiteGREY, followed an 86-year-old man, Arthur, who still believes in Santa, and his grandson, who goes to great lengths to keep the magic alive.
Head of brand and content at Scentre Group, Westfield’s parent company, Amy Copley said: “It should come as no surprise that Christmas is our favourite time of year at Westfield. This year’s festive campaign, ‘The Magic of Believing’, reminds us of the power of coming together at Christmas, and gives us a glimpse of believing in magic at any age.
“We can’t wait for the festivities to kick off in our centres and we hope this campaign acts as a heartwarming reminder that you’re never too old to believe,” she said.
Australia Post via The Monkeys
Santa Claus went undercover this year at Australia Post, posing as Nick the Intern, in its Christmas spot made by The Monkeys.
Catriona Noble, executive general manager of retail, brand and marketing at Australia Post, said: “Australia Post is proud to deliver Australian’s their Christmas presents each year, but whilst Santa has reindeer and sleighs, we’re slightly more 2024 with our app, parcel lockers and electric powered fleet, and this campaign juxtaposes those two contrasting worlds in a really charming and fun way.”
Big W via M&C Saatchi
BIG W’s ‘There’s A Little Something for Everyone’ was an impossibly cute commercial starring a young girl named Tilly, and a messy ghost named Mr Boo.
The campaign, produced by M&C Saatchi, invited Aussies to “look outside the obvious this Christmas and stretch their gifting list further than imagined”, although the gift Tilly lands upon for Mr Boo might not be ideal 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,” said Brendan Donnelly, creative director at M&C Saatchi.
Telstra via The Monkeys
Telstra said ‘Hello Christmas’ this year, with a campaign featuring Dasher the reindeer, who gets lost in suburban Australia.
With the help of a little girl and a Telstra payphone, Dasher is able to find his way back home to Santa,
“We wanted to rise above the retail noise in the market at this time of year, especially in our category, with a big brand statement for Telstra,” said the telco’s CMO Brent Smart.
“We created a uniquely Australian Christmas story with a unique role for the Telstra brand. I want to especially pay tribute to The Monkeys for a great piece of work, what a way to go out on the brand.”
Aldi via BMF
Aldi’s highly anticipated Christmas spot, ‘Go Big on the Little Things’ took an endearing, yet slightly unsettling, approach to the festive season.
The creative followed Australians as they went hard on creating all the trimmings, culminating in a giant Christmas table spread that dwarves the party guests.
Jenny Melhuish, marking director at Aldi, said: “From the beloved sides to feasting favourites like the ham or the turkey, Aussies can have the Christmas they want by shopping with ALDI, making substantial savings and without ever comprising on quality.”
“This year, we want shoppers to be able to go big on the little things without going big on their budgets in the process. This can easily be a reality for all Aussies by simply making ALDI their one stop Christmas shop this festive season.”
Coca-Cola via in-house creative
According to Coca-Cola, ‘anyone can be Santa’. In its Christmas campaign this year, it championed the magic of kindness, portraying a city where hundred of Santas live, help and support one another.
The end of the spot reveals that we’ve been witnessing people’s ‘inner Santa’ – as it showcases the acts of generosity and kindness normal people share on a normal day.
“This year’s campaign ‘The World Needs More Santas’ is a celebration of the magic of Christmas,” said Kate Miller, marketing director for Coca-Cola South Pacific.
“Small acts of kindness can make a big difference and that’s what Santa, and Coca-Cola, are all about.”
Starlight Children’s Foundation via Amazon Australia
Amazon Australia and the Starlight Children’s Foundation released a feel-good, tear-jerking festive music video, featuring ARIA award-winning Coodjinburra singer Budjerah and the late Johnny Ruffo.
Ruffo’s family gave permission for the video to be posted and shared after his passing, with every view across Amazon’s channels equating to a $1 donation to Starlight – up to $100,000.
“The opportunity to work with the Playmakers is so important to me as I am a family man and can see everything Starlight does to support families and bring children happiness. Being able to work alongside Johnny Ruffo was very special and we got to create a beautiful video clip,” said Budjerah.
“The day with Johnny and the other children was one of the best days I’ve ever had, the kids had so much fun and had huge smiles on their faces the whole time.”
Kmart via dentsu Creative
Kmart’s Christmas campaign placed the retailer’s apparel and gift options at the forefront of viewers’ minds, via dentsu Creative and The Producers’ Mitch Kennedy.
The campaign’s material featured a range of Christmas-themed items across a number of spots, from matching clothing suitable for families to a treasure trove’s worth of toys that will make any child strive for the top spot on Santa’s Nice List.
“Whether you’re dressing up for a day at the beach, parties, or your bedtime – this year’s Christmas apparel range covers all our customers’ needs through the holiday period, all at our famously low prices,” said Rennie Freer, general manager of marketing at the retailer.
Jetstar Airways via Thinkerbell
Jetstar Airways celebrated 12 Days of Jetsmas with a humorous song from iconic Aussie singer Shannon ‘Nollsie’ Noll, via Thinkerbell.
Shared via Thinkerbell’s LinkedIn, the music video features a shirtless Nollsie singing about a number of classic Australian and South East Asian foods and things to do, including surfing, kimchi, hiking and Tom Yum soups.
“You’ve heard of Father Christmas. We’ll, we’re proud to introduce Daddy Christmas, Shannon ‘Noel’ and his debut single 12 Days of Jetsmas for our friends at Jetstar,” the post reads.
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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