BIG W brings the magic in newly launched Christmas campaign via M&C Saatchi, Sydney

Screen Shot 2018-11-02 at 8.34.34 am.jpgThat magical time of year is almost upon us once again, Christmas. And BIG W kicks off its seasonal campaign on air this Sunday night by bringing a little magic to our screens with its 30 second brand TVC, developed by M&C Saatchi Sydney, capturing the eager anticipation that's felt by kids across the country in the countdown to Christmas.

The high-tempo TV spot is told from the vantage point of  one very excited little girl who runs to the Christmas tree every morning in December in the hopes that Santa has been.

Says Brendan Donnelly, creative director, M&C Saatchi: "Christmas isn't just about the decorations, the tree or even the gifts, but rather the magical family moments they help to create.  We all know what it's like to wait for Christmas day throughout the month of December, and we wanted to bring that familiar feeling of anticipation and sheer delight of the season through to this campaign." 

According to Kristen Linders, general manager, marketing, BIG W, the campaign continues the discount department store's recent marketing focus on families, which is beginning to strike a chord with customers.

Says Linders: "We know that Christmas is a busy time for families, and we're doing all we can to make it that little bit easier   -from introducing our convenient and free same day Pick-up service, to curating gift guides online that help make choosing the perfect gift that much easier. We're also making Christmas more affordable by dropping prices on over 4000 items across the store."

BIG W's 'Bring the Magic' TVC forms part of a wider integrated marketing effort across TV, radio, online, social, OOH, SEM, PR and social media.

Creative Agency: M&C Saatchi
Media Agency: Woolworths@DAN
PR Agency: Magnum & Co

BIG W brand team:
Kristen Linders - General Manager, Marketing
Carly Bowra - Head of Brand & Category Marketing
Melanie McPherson - Marketing Manager
Rebecca Spurr - Head of Design, Production & Store Marketing
Fiona Harrop - Head of Media Buying, Social Media and Public Relations
Michelle Bartolo - PR Manager


Target said:

...and there's a reason only the Brand team's names are mentioned.

John Lewis said:

I know imitation is the greatest form of flattery, but please stop.

Thuglife said:

Client : You must convey our offering of "convenient and free same day Pick-up service", "curating gift guides online", and "dropping prices on over 4000 items across the store."

M&C team: Let's copy the John Lewis xmas ad. Just swap the boy with a girl.. no one will notice.

Epilepsy Australia said:

Warning: this advert contains rapid cuts that may induce fits and irritate viewers. Its also shit.

KGB said:

@ John Lewis

Agree 100%, but for the purpose of completeness, here’s the 2011 spot with the original track in place (ironically, a cover)

One of the best.

Mark Yan said:

In itself it is not a very creative Ad.
Not worthy the 30s it is using...

Rob said:

Shame they missed any magic in the spot itself.
Having bright xmas lights and acting excited does not make it magic, it just makes it a stereotypical xmas ad,

I mean, it's not terrible. But it might as well just show the Big W logo and a picture of a xmas tree.

Phil said:

PR: We're going to PR this work on Campaign Brief.
CREATIVE TEAM: OK, but don't put our names on it as the client wrote it.

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