‘Tis the season! We’ve gift wrapped all your favourite Christmas campaigns of 2024
This is part of Mumbrella’s 2024 Christmas campaign coverage. Click here to see other articles in the series.
Mumbrella has bundled up the Christmas campaigns of 2024 into one merry celebration. With sleigh-loads of joy and heaps of cheer, take a look at the festive campaigns from this year.
Myer
Myer’s 2024 Christmas campaign, ‘Share The Joy’, features Humbug, a “grumpy Christmas anti-hero” who “finds the usual festive fun such as carols, decorations, and bright lights, too much for his sensitive soul”.
It marks the last work from creative agency Clemenger BBDO, who parted ways with the department store last month after a decade-long partnership.
Geoff Ikin, chief customer officer at Myer said: “This campaign is all about celebrating the festive season in its many forms; embracing the fun, the unexpected, and even a little bit of mischief.
“Whether you’re decking the halls or trying to dodge the mistletoe, Myer is proud to be Australia’s favourite one-stop destination for bringing Christmas magic to life. From decorating, gifting, or just soaking up the season, we’re here to help ensure there’s joy for all Australians this Christmas.”
Woolworths
Shot on a Jeetho family farm 100kms southwest of Melbourne – the 60-second spot tells the story of a young girl in the country who’s concerned about Santa not being able to find her during his flight.
Consequently, with help from the local community, she erects a giant carrot in a paddock that lights up at sunset to serve as a beacon for Santa and his reindeer.
“We recognise that many Australians are continuing to experience cost-of-living pressures but they still want to be able to celebrate Christmas with friends and family within their budgets,” said Andrew Hicks, chief marketing officer at Woolworths.
“We’re proud to celebrate the spirit of togetherness, from the regional farms that supply our fresh produce to the families who gather around the Christmas table.”
QIC
Centering on a 30-second spot, ‘The Joy Bringers’ platform captures a range of Christmas lovers in various situations, from a jogger out on a run in holiday-themed athletic wear to a woman in a red tinsel coat and a matching trolley making her way through a shopping centre.
Overall, the campaign was developed to capture the Christmas spirit and community.
“This time of year can be both joyous and challenging, so we’re supporting our communities with meaningful initiatives like Santa visits to maternity wards, toy drives, and carollers at our centres,” said QIC Real Estate’s head of marketing, Bronwyn Cooper.
“But more than that, we’re celebrating those who make Christmas magical. Whether it’s putting up the tree in November, handwriting cards, or playing carols on repeat, these are the people who bring joy to our lives, and we’re saying thank you.”
Westfield
The ‘Feels Like Christmas’ platform leverages three films, with each focusing on a specific moment that embodies Christmas.
There’s ‘Scissors-A-Gliding’, a woman’s tale of the satisfying sounds that come with her mother and aunt’s scissors gliding through wrapping paper; ‘The First Slice’, a look at the baking process of a man’s Nonna’s panettone, and ‘Dasher the Daggy Reindeer’, a reindeer ornament that holds immense sentimental for its owner.
“Christmas is a time to feel – joy, togetherness, excitement and gratitude. Our Westfield campaign spotlights personal stories that feel universal, reminding us to soak up the moments that feel like magic and enjoy the festive fuzzies that make this season so meaningful,” commented Scentre Group’s head of marketing, brand and content, Amy Copley.
Dan Murphy’s
Dan Murphy’s is reminding Christmas shoppers to grab an extra bottle in case of surprise holiday guests.
It marks the final work from Thinkerbell for Dan Murphy’s after the agency declined to take part in a pitch process held earlier in the year by Endeavour Group for its core brands BWS and Dan Murphy’s.
“A final festive bow for the Nobody Beats platform is a fitting conclusion to our rich and enjoyable partnership. We wish Dan’s and the entire Endeavour Group all the best,” said Tom Wenborn, chief creative tinker at Thinkerbell.
ALDI
ALDI Australia wants Aussie Christmas goers to go over the top without destroying their budgets this holiday season, via a campaign from BMF.
The supermarket chain’s ‘Go a Little Extra’ campaign features a 60-second hero film with an overzealous couple who answer a Christmas lunch request to “just bring a turkey and maybe a gravy boat” by designing and building a boat-sized gravy boat and sailing it to the gathering.
“Every Christmas, even those of us who plan to keep it low key can’t help but splash out on little indulgences, festive flair, and the finishing touches that make Christmas feel like Christmas,” ALDI Australia’s marketing director, Jenny Melhuish, said.
Telstra
Telstra’s 2024 Christmas campaign enlists a singing donkey to capture the magic of family during the holiday season, via its bespoke agency +61 and Bear Meets Eagle On Fire.
“This is a second chapter for us. Our second big Christmas ad, following on from last years that was a business success and picked up a couple of Effies,” the telco’s chief marketing officer, Brent Smart, explained.
“And more importantly, the second chapter in our Wherever We Go brand platform, reminding us that no matter where we go in life, Christmas is about getting back to those who matter most.”
Coles
The supermarket giant’s latest holiday platform uses a 45-second spot that sees a young boy ask his grandfather a question about their gathering’s ham. The grandfather then explains that the elves – Coles employees – are the answer to the boy’s question.
The film goes further to show the elves in different settings, demonstrating their expertise in procuring the best ingredients from Coles’ “network of dedicated Aussie farmers, growers and suppliers” to ensure that peoples’ Christmases have the best food.
“Christmas is a time of magic, joy and coming together with family and friends but we know it can also be a busy and stressful period for customers,” said Coles’ head of brand, media and content, Bianca Mundy.
Wallace Bishop
The family-run business’s ‘What They Wished For’ campaign focuses on Olivia Altavilla-directed film about a young girl named Charlie who conducts a wholesome investigation into her mother to find her the perfect Christmas present.
Wallace Bishop’s chief operations officer, Alexander Bishop, said the campaign is distinctly Australian, with every facet of it developed to capture the spirit of a Christmas down under.
“We are really proud of this year’s heartwarming campaign, as every detail, moment, and frame has been carefully crafted to tell a story that embodies the heart and spirit of an Aussie Christmas,” she said.
“At the end of the day we are a big family, we love Christmas time and the joy it can bring to young and old. Our little hero goes to great lengths to find the perfect gift for her mum and brings the whole family on the journey.”
Red Rooster
The chicken outlet’s ‘Do Christmas Your Way with Reds’ campaign celebrates the new fried chicken Chickmas Burger.
It leverages a film that sees a tired shopping centre Santa listening to a child’s holiday wish list. Upon one of his elves showing him the new burger, Santa fakes a sighting of his reindeer which causes the line of waiting children to run away, allowing Santa to enjoy his burger.
“Reds is bringing some festive fun to the burger market leading into Christmas. The Chickmas Burger is all about taking the traditional Christmas flavours of chicken, stuffing and gravy and serving it up in a fun, tasty burger that’s pure Red Rooster,” said Ashley Hughes, director of marketing at Red Rooster.
IGA
IGA is championing the idea of “shopping local” in a campaign from Special, with an accompanying Christmas platform amplifying the message for the upcoming holiday season.
IGA’s ‘You Can’t Beat Local’ platform highlights the advantages that come shopping on one’s home turf. It specifically references the supermarket’s price match offering and product catalogue custom curated to suit local areas.
The campaign acts as the first piece of work born from the partnership between IGA and Special – one that began in June 2024 after the creative agency was appointed as the supermarket’s lead creative and brand agency following a pitch process.
“This campaign marks the beginning of Special’s partnership with a team of open, brave and kind marketers who share our independent values,” said Lindsey Evans, chief executive officer and partner at Special. “We’re excited to continue redefining what it means to shop locally with IGA – at Christmas, and all year long.”
AAMI
‘When the festivities are over’ marks AAMI’s first-ever festive campaign, and leans into its humorous, storytelling style it is so well known for. It portrays the unexpectedness nature of Boxing Day, and captures the quirks of an Aussie Christmas.
Building on AAMI’s relaunched brand platform, ‘Lucky You’re With AAMI’, the campaign continues taking a true-blue Aussie approach to advertising.
Mim Haysom, Suncorp’s EGM of brand & customer experience, added: “We can all relate to the action unfolding in ‘When the festivities are over’, it’s a fitting finish to the year and a timely reminder that no matter the situation, it’s lucky you’re with AAMI.”
Airbnb
As part of its ongoing ‘Get an Airbnb’ brand platform – which highlights key differences between Airbnbs and hotels – the new spot feature’s the campaign’s signature, playful animated style, developed by the brand’s in-house creative team.
It shows that the festive season is better in an Airbnb – with hotels causing too many problems for Santa to deliver presents.
The creative team rendered dozens of bad encounters for Santa – many of which did not make the cut for the final spot – including one featuring a child who pressed all the buttons in the elevator, which prompted Santa to pull out his list and move the child from nice, to naughty.
Altos Tequila
The campaign revolves around ‘The Altos Lazy Xmas Guide’ – an inspiration guide containing all the tips and tricks people need to successfully cruise through the holiday period, such as recipes for lazy margaritas, holiday messages from chatGPT, regifting tips and how to avoid family portraits.
Well-known Australian personalities, drag queen and entertainer, Courtney Act, pop rock group, Lime Cordiale, and influencer and co-host of the We Mean Well podcast, Luisa Dal Din, contributed to the guide.
“Altos Tequila was voted by bartenders as the worlds #1 Tequila for Margs. But we’re not all trained mixologists. And with the holiday season on our doorstep our job is to make it as easy as possible for people to sip the most tasty Altos Margs without all the hassle,” said Pernod Ricard Australia’s marketing director, Kristy Rutherford.
Lifeline
Lifeline has created the ‘Lonely Christmas Cards’, in collaboration with Thinkerbell, to raise awareness and funds to tackle isolation this festive season.
According to Lifeline, one in three Aussies will experience loneliness this Christmas, so the crisis support service is trying to encourage people to reach out to their loved ones and support its mission through donations.
“‘Lonely Christmas Cards’ is a poignant reminder that Christmas isn’t joyful for everyone, and through this collaboration with Lifeline, we hope to inspire Australians to connect, support, and shine a light on the loneliness that is affecting so many,” said Paul Swann, executive creative tinker at Thinkerbell.
Australian Pork
The digital campaign, starring TikToker My Nonna Fina, and chef Colin Fassnidge, features a new take on the classic holiday carol, ‘Ding Dong Merrily On High’, with the vocals performed by former Flight Facilities and Peking Duk vocalist, Lucy Washington.
The changes are designed to reference home cooking and family dynamics that appear over Christmas, while placing the sounds of a holiday pork roast front and centre.
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“We have fantastic brand assets and a delicious product experience in roast pork with crackling,” said Australian Pork’s chief marketing officer, Rob Farmer.
“We’ve had a lot of fun mixing these ingredients in a new way this festive season, with the help of some great social talent, to make pork even more front of mind for the big day meal.”
Jetstar
Jetstar’s Christmassy series ‘Seeking Sandmates’ follows a Sandman on a journey to find other Sandmates and avoid spending Christmas alone.
With this in mind, the airline is encouraging Australians to get involved in different locations – and with different types of sand – “for a chance to win up to $100k worth of flights”.
Tom Wenborn, chief creative tinker at Thinkerbell, said: “Let’s hope this new Jetstar tradition catches on and we see merry little Sandpeople pop up all over the country.”
Hawke’s
Hawke’s is sidestepping the usual Christmas cliches to some Aussie home truths this festive season in a new outdoor and social campaign, via The Ministry for Communication & The Arts (MCA) and Bureau of Everything (BoE).
The two agencies have “leant unapologetically into the Australian experience at this time of year by pushing up against topics like ‘end of year exhaustion’, ‘traditional gifting, like Jack Daniel’s’, fridge politics and polarising holiday films”.
Hawke’s co-founder, Nathan Lennon, explained: “Christmas is the Super Bowl for brewers, with December accounting for up to 20% of annual sales.
“With the big Japanese-owned Australian breweries muscling us smaller guys out of all the good fridge spots, we’ve enlisted Cam to help us fight back the Aussie way: with some good honest advertising that helps prove that iconic brands are built on cultural relevance, not price-tag promotions.
“And hey, if we can snag a slab-sized spot under a few Christmas trees while we’re at it, all the better.”
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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