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# BIG W's Christmas ad gives worn-out mums one moment to themselves
- URL: https://www.promptthemarket.com/big-w-sells-christmas-relief-not-cheer-in-72andsunny-return/
- Published: 2026-10-27T03:30:00.000Z
- Updated: 2026-10-27T03:29:59.000Z
- Description: 72andSunny's 'How good's Christmas?' work puts real mums on camera and brings back last year's 'Christmas mum', after BIG W research found 45% of young families want Christmas sorted without being overwhelmed.
- Author: Editor News
- Tags: Press releases, Advertising, Australia, BIG W, #author-james-dore

![James Dore](https://storage.ghost.io/c/e4/01/e4017178-c1da-4131-80aa-35f02cb5b999/content/images/2026/09/james-dore.jpg)

By **James Dore** · 2026-10-22

TLDR

BIG W's Christmas campaign from 72andSunny puts real mums on camera talking about the rush to Christmas, and brings back last year's 'Christmas mum', who gets one quiet moment once the last present is wrapped. It runs on TV, streaming, YouTube, social and outdoor from this week.

KEY TAKEAWAYS

01The campaign continues BIG W's 'How good's Christmas?' platform, made by 72andSunny.

02Real mums give unscripted takes on the Christmas rush in a vox-pop format.

03BIG W research found 45% of young families say Christmas magic comes from getting everything sorted without being overwhelmed.

04Decorations start at 50c, and 79% of the decorator range is under $10.

05It runs on TV, BVOD and SVOD, YouTube, social and out-of-home.

## The campaign

BIG W's Christmas campaign hands the camera to mums. The retailer's 'How good's Christmas?' work from 72andSunny keeps the vox-pop format of its recent advertising, with a new group of mums giving candid takes on the rush to Christmas and the length of their to-do lists.[\[1\]](https://www.bandt.com.au/mums-handed-the-mic-in-big-ws-christmas-spot-via-72andsunny/?ref=promptthemarket.com)

The 'Christmas mum' character from last year's ads returns. This time the spot follows her through the season to the moment the last present is wrapped, when she finally gets a breather before family life pulls her back.[\[2\]](https://www.mediaweek.com.au/big-w-reveals-next-phase-of-how-good-s-christmas-campaign-celebrating-real-mums?ref=promptthemarket.com) It is rolling out this week across TV, BVOD and SVOD, YouTube, social and out-of-home.[\[1\]](https://www.bandt.com.au/mums-handed-the-mic-in-big-ws-christmas-spot-via-72andsunny/?ref=promptthemarket.com)

BIG W's "How Good's Christmas (My turn!)", from BIG W's YouTube channel.[\[3\]](https://www.youtube.com/watch?v=1K3EbH6kEjs&ref=promptthemarket.com)

## The research behind it

The idea comes from BIG W research that found 45% of young families say the magic of Christmas comes from getting everything sorted without becoming overwhelmed.[\[2\]](https://www.mediaweek.com.au/big-w-reveals-next-phase-of-how-good-s-christmas-campaign-celebrating-real-mums?ref=promptthemarket.com) Ryan Gracie, BIG W's chief customer and revenue officer, called the lead-up "a beautiful chaotic juggle". "This year our mission is to help families win Christmas," he said.[\[1\]](https://www.bandt.com.au/mums-handed-the-mic-in-big-ws-christmas-spot-via-72andsunny/?ref=promptthemarket.com)

Price sits underneath the emotion. BIG W says its Christmas decorations start at 50c and 79% of its decorator range is under $10.[\[2\]](https://www.mediaweek.com.au/big-w-reveals-next-phase-of-how-good-s-christmas-campaign-celebrating-real-mums?ref=promptthemarket.com)

## Who made it

72andSunny's team was led by managing director Sophie Sykes and creative director Eric Franken. Poppet handled production and post-production, with Jesse Richards directing, and Otis Studios did the sound.[\[1\]](https://www.bandt.com.au/mums-handed-the-mic-in-big-ws-christmas-spot-via-72andsunny/?ref=promptthemarket.com)

SOURCES & CITATIONS

1. [Mums handed the mic in BIG W's Christmas spot via 72andSunny, B&T](https://www.bandt.com.au/mums-handed-the-mic-in-big-ws-christmas-spot-via-72andsunny/?ref=promptthemarket.com)
2. [BIG W reveals next phase of 'How good's Christmas?' campaign celebrating real mums, Mediaweek](https://www.mediaweek.com.au/big-w-reveals-next-phase-of-how-good-s-christmas-campaign-celebrating-real-mums?ref=promptthemarket.com)
3. [BIG W | How Good's Christmas (My turn!), BIG W on YouTube](https://www.youtube.com/watch?v=1K3EbH6kEjs&ref=promptthemarket.com)

FREQUENTLY ASKED QUESTIONS

Who made BIG W's 2026 Christmas ad?

72andSunny, with production by Poppet and director Jesse Richards.

Where does the campaign run?

On TV, BVOD and SVOD, YouTube, social and out-of-home, from the week of 26 October 2026.

What is the campaign about?

Real mums talking about the Christmas rush, and a returning 'Christmas mum' character who gets a moment to herself once the last present is wrapped.

![James Dore](https://storage.ghost.io/c/e4/01/e4017178-c1da-4131-80aa-35f02cb5b999/content/images/2026/09/james-dore.jpg)

[James Dore](https://www.promptthemarket.com/james-dore/)

James Dore is founder and editor of Prompt the Market and Strategy Director at Bushnote, a Sydney strategy, SEO and AI search agency. He has a background in strategy, media and financial services, and led consumer product marketing at MONEYME. He writes on AI search, answer engines, technology policy and media economics.