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
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]
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] It is rolling out this week across TV, BVOD and SVOD, YouTube, social and out-of-home.[1]
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] 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]
Price sits underneath the emotion. BIG W says its Christmas decorations start at 50c and 79% of its decorator range is under $10.[2]
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]
SOURCES & CITATIONS
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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.
