XXXX GOLD reinvents Christmas with a cricket theme

Beer brand XXXX GOLD has claims Christmas for cricket fans ahead of the summer break in its latest ad.

Host/Havas has created a 45 second television commercial which shows men turning a Christmas tree into a cricket bat, transforming ginger bread men into cricket men and decorating the house with green and gold tinsel rather than red and green.

The ad titled ‘Tis the Season’ is backed to Andy Williams’ ‘It’s the Most Wonderful Time of the Year’.

Darren Spiller, chief creative officer at Host/Havas, said the ad aims to hijack Christmas instead of being a traditional “big, cuddly Christmas ad”.

“We wanted to celebrate our role as the official beer of the Australian Cricket team the only way we know how. Off the back of the Goldie and all the work we’re doing at ground over The Ashes, this spot feels like the perfect extension of our campaign to remind people that cricket season is best spent with friends and family, XXXX Gold in hand,” Richard Knight, XXXX Gold marketing manager, said in a statement.

Tis the Season is set to be broadcast on Nine throughout summer.

The ads are part of a wider advertising push which has seen the brand launch a XXXX GOLD iBeacon equipped hat for Ashes cricket fans, which offers fans rewards for connecting with two or more friends also wearing a ‘Goldie’ hat.

The tech enable hat was also promoted with an above the line ad campaign which featured Australian cricketer Adam Gilchrist.


  • Client Credits: LION/XXXX GOLD
  • Brand Director: Jack Mesley
  • Marketing Manager: Richard Knight
  • Brand Manager: Chris Allan
  • Brand Manager: Christina Reid
  • Marketing Manager- Partnerships: Rob Vercoe
  • Agency Credits: Host/Havas Sydney
  • CCO: Darren Spiller
  • Creative Director: Chris Little
  • Senior Writer: Hadleigh Sinclair
  • Senior Art Director: Jack Delmonte
  • Group Account Director: Anthony Moore
  • Account Manager: Andrew Dengate
  • CSO: Olly Taylor
  • Planning Director: Kent Pearson
  • Senior Broadcast Producer: Stephanie Cameron
  • Production Credits: Revolver
  • Director: Trevor Clarence
  • DOP: Crighton Bone
  • Executive Producer: Pip Smart
  • Producer: Alex Kember
  • Connections Agency: UM

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.