“Not another perfect Christmas ad, but one that gets it.
At last, a Christmas ad that tells the truth parents live every December: the magic doesn’t magically appear. Someone (usually mum) is up late wrapping gifts, planning menus, juggling budgets and carrying the emotional load that keeps the traditions alive. BIG W’s campaign works because it swaps the glossy, picture-perfect Christmas for something warm, honest and instantly relatable.
The raw, interview-style format captures the tired smiles, the knowing eye-rolls and the “yep, that’s me” moments every parent will recognise. It’s the kind of content that will get tagged in group chats with: “This is literally us.””
- Campaign Asia
At last, a Christmas ad that tells the truth parents live every December: the magic doesn’t magically appear. Someone (usually mum) is up late wrapping gifts, planning menus, juggling budgets and carrying the emotional load that keeps the traditions alive. BIG W’s campaign works because it swaps the glossy, picture-perfect Christmas for something warm, honest and instantly relatable.
The raw, interview-style format captures the tired smiles, the knowing eye-rolls and the “yep, that’s me” moments every parent will recognise. It’s the kind of content that will get tagged in group chats with: “This is literally us.””
- Campaign Asia