Called “Silent Night”, the Christmas advert takes us back to the Austrian village of Oberndorf in the winter of 1818, where we meet a young man who sees his neighbours struggling with poverty and hunger and is inspired to find a way of bringing them some warmth and hope.

That man turns out to be Joseph Mohr, the little town’s priest who, along with his friend, the music teacher Franz Xaver Gruber, composes a song on Christmas Eve 1818. They called it “Silent Night” and performed it on the same evening at the Christmas mass. This humble gesture would not only touch the hearts of people in the small village, but around the world for decades, even centuries to come.

Jung von Matt’s film explores with great historical accuracy how, from its very first performance by Mohr and Gruber in a small rural church, “Silent Night” has been passed down through generations and reached every corner of the earth, to become the world’s most recorded song.

Filled with historic detail, like a replica of Mohr’s guitar and his small room on the first floor, the film truthfully depicts the major milestones of the song from Oberndorf that travelled around the world: In 1822, a Tyrolean choir performed it in front of the Austrian Emperor Franz I. In 1906, ‘Silent Night’ was played on the violin by Reginald Fessenden during the first-ever radio entertainment broadcast in America. In 1914, the song brought a brief but powerful moment of peace during World War I. On the Western Front, German and English soldiers sang it together, bridging the enemy trenches. The song even reached space – in 1973, “Silent Night” was broadcast to the crew of the Skylab 4 Space Station. 

Today, “Silent Night” is the most recorded song in the world, with over 130,000 versions in more than 300 languages.

Erste Group and Jung von Matt have been working in partnership for 10 years, and introduced the Believe in Yourself platform, known as #glaubandich in German, in 2017. The brand’s Christmas campaigns have become an annual tradition after the viral success of their inaugural effort, the 2018 animated film “Henry Hedgehog”. “Silent Night” marks a new era for this tradition, both because it introduces the first live-action Christmas film and also by telling a true historical story.

Mike Nagy, ECD and Partner at Jung von Matt Donau, said: “We’re thrilled to share the remarkable story of Franz Xaver Gruber and Joseph Mohr with the world this Christmas. Their journey is a testament to the power of two individuals who believed that a simple song could inspire hope and change the world for the better.”

“Silent Night” was developed in collaboration with the Silent Night Society, which provided valuable insights and milestones of the song’s history. It was directed by Daniel & Szymon through Arts & Sciences.

The campaign breaks on 19 November, running across key Erste markets of Austria, Hungary, Croatia, Czech Republic, Slovakia, Serbia and Romania. Along with the television campaign, it will run in print and digital/social channels.

Source: Jung von Matt Donau

Building on the momentum of the established Big in Restaurants campaign, Kit Studio worked closely with Square to amplify the candid and raw photography captured by Exell, to bring the energy of real kitchens and restaurants to OOH.

A truly authentic campaign that doesnʼt just say that Square is Big in Restaurants – it shows it. Featuring imagery of real Square sellers paired with social proof about their experience – the campaign features London-based sellers in London, with a specific feature in East London, as well as Manchester-based sellers in Manchester.

Telling the stories of each city showcases the hardware in a way that fits in with the urban environment – and when paired bold typographic approaches enables the campaign to flex across a multitude of unique artworks in print, digital and flyposting.

Chris Bounds, Creative Partner at Kit Studio said “From the multi-seller showcase to the bold fly posters, the authenticity can be felt across both London and Manchester. Combining the energy of Exellʼs imagery with powerful typography enables the campaign to fit into the urban environment whilst also cutting through.”

Neil MacLean, Creative Director, EU/UK at Square said “This campaign is all about giving the spotlight to the unsung heroes ̶ chefs, restaurant owners, and their hardworking teams who are out there making London and Manchester taste like no place else. Weʼve put them front and centre, letting their stories cut through in raw, in-the-moment photography that captures the gritty energy of the industry.”

Source: Square

BJ’s Wholesale Club is reviving its wildly popular digital video series “Newscasters,” which first debuted as part of the brand’s ongoing “Absurdly Simple Savings” platform in 2023. Due to the campaign’s success, the newscasters are back – this time as part of BJ’s 2024 holiday push.

Created by independent advertising agency Terri & Sandy, the videos parody local newscasts with an anchor who is so obsessed with the savings at BJ’s, he uses every story – from news of a snowstorm to warnings about impending blackouts – as an opportunity to sing the praises of the retailer’s Black Friday, Holiday Gifting, and Holiday Meal & Entertaining deals, much to the irritation of his more professional co-host.

The original “Newscasters“ series first launched as the digital-only element of a broader multi-platform campaign that proved highly effective in reaching BJ’s members, seeing a 98% video completion rate. Taking on a new tune for the holiday season, the campaign will now make its debut across CTV, including Hulu, NBC, and Disney and will run across paid social channels.

“The new holiday “Newscaster” spots use humor to showcase BJ’s unbeatable value and incredible savings in a fun and absurdly entertaining way,” said Keith Evans, Senior Creative Director at BJ’s Wholesale Club. “Our partner, Terri & Sandy, has successfully extended the Absurdly Simple Savings campaign into holiday by bringing attention and excitement to BJ’s Black Friday, Holiday Hosting, and the BJ’s Great Gifting Event.”

Source: Terri & Sandy

BIRD London has launched its first campaign for Hughes Electrical, titled “Get Your Home Christmas Ready.” As the largest independent electrical goods retailer in East Anglia, Hughes has been serving customers since its founding in 1921—over 103 years of trusted service. This campaign draws on the joy and nostalgia of famous Christmas lyrics, creating a festive, recognisable link between the brand and the holiday season.

After securing the account in a competitive pitch earlier this year, BIRD London is collaborating with Hughes on a marketing transformation to expand brand awareness beyond its established base in East Anglia and across the UK. The festive season puts household appliances under intense pressure, with fridges overstocked, ovens working overtime, and freezers pushed to the limit before, during, and after Christmas Day. Amid the bustle of a full house with family and friends, appliance reliability becomes essential. BIRD London’s OOH campaign, featuring memorable assets, positions Hughes as the trusted choice for appliance needs—especially when the unexpected happens, like a fridge breakdown.

BIRD London’s OOH campaign for Hughes Electrical playfully reimagines classic Christmas lyrics like Baby, It’s Cold Outside and Jingle Bells, blending these festive references with Hughes’ distinctive look and feel. Each ad features hand-drawn, bespoke backgrounds that bring the lyrics to life, all culminating in the tagline, “Get your home Christmas ready.” Media placement for the campaign, which runs from November through December, was managed by Palace Project.

Emily Stoten, Marketing Director, Hughes Electricals said “Every home has to work harder at Christmas, and electricals take most of the strain. Ovens are on non-stop and fridges are full to the brim. That’s why we want to make sure people have the electricals in their home that are up to scratch. In our first advertising campaign with BIRD London, we used classic Christmas jingles to prompt customers to think about getting a new fridge or oven before the whole family turn up expecting to be fed round the clock. Christmas should be about family fun, not hosting hell, and we couldn’t have found a better advertising partner to sprinkle joy into our advertising”

Steve Parker, Strategy Director and Founder, BIRD London said “We’re extremely proud to be working with the team at Hughes. We’re on a mission to put joy and emotion into a category that can sometimes feel a bit obsessed with technology, and not that interested in the people who use it. Hughes are all about the people, and this work captures that spirit and channels it into the festive season”

Source: BIRD London

The campaign leads with a 60” film, which follows two parents sitting in their car after a hectic day of checking off their Christmas to-do list and buying presents for their family. When they catch sight of the Golden Arches glowing in the distance, their spontaneous decision to visit McDonald’s is vividly realised through a larger-than-life light show, accompanied by the energetic and unexpected soundtrack of Benny Benassi’s Satisfaction.

As the music crescendos, ribbons adorn the houses, signs point the way to McDonald’s with the phrase ‘Go on, you deserve it’, inflatable Christmas characters line the path, while a tower block building unveils the layers of a Big Mac®. Iconic McDonald’s characters make appearances throughout, lighting up the screen and guiding the parents toward an illuminated McDonald’s drive-thru, where they receive The Gift of McDonald’s, reminding everyone of the joy a well-deserved reward brings amidst the holiday chaos.

The spot, directed by the award-winning Nicolai Fuglsig, renowned for ads such as Sony Balls and Coca-Cola It’s Mine, will make its debut on Sunday (17^th November) during the highly anticipated premiere of I’m a Celebrity… Get Me Out of Here! on ITV at 9pm.

The Gift of McDonald’s extends beyond the screen with a nationwide McDonald’s Gift Drop that invites the public to search for ‘hidden’ gift tags across the UK. The tags found everywhere, from bus stops – including LED-lit panels – to in-restaurant, and TV screens, will give lucky ‘finders’ the chance to unlock daily offers, and a chance to win free food and exclusive merchandise, only through the McDonald’s App. Accompanying The McDonald’s Gift Drop is a 20” AV spot featuring a nostalgic, bouncing gift tag screensaver illuminated in festive neon lights.

In addition, McDonald’s is launching a limited-edition range of Christmas merchandise designed to bring some festive feel good into homes. From Grimace bucket hats, Birdie socks and McDonald’s Christmas lights, this exclusive gift collection offers both stocking fillers and collectibles. The merchandise will be available as part of the Gift Drop prize pool, as well as part of a limited drop on MyMcDonald’s Rewards tiers on the app, and available for purchase via the newly launched ecommerce site Golden Arches Unlimited ensuring fans can gift others a piece of McDonald’s magic this Christmas.

Rounding out the celebrations, McDonald’s new festive menu features delicious goodies like the Big Tasty®, the new Cheesy McCrispy®, and the indulgent Terry’s Chocolate Orange Pie®. Accompanied by playful, 10” promotional spots, these seasonal items make McDonald’s the perfect festive escape for those seeking a moment to unwind. 

Michelle Graham-Clare, Chief Marketing Officer, S.V.P at McDonald’s, said: “Christmas is a magical time, but it can also feel like a whirlwind. With long gift lists, crowded shops, and endless wrapping, it’s easy to forget to take a moment for yourself or with your loved ones. That’s why we’re reminding everyone that the perfect festive break is always just around the corner. With ‘The Gift of McDonald’s,’ we aim to capture those small moments of lightness and joy, from festive gift tags to our seasonal menu and exclusive merchandise.”

Andrew Long and James Millers, Executive Creative Directors at Leo Burnett added: “This Christmas, we’re celebrating the well-deserved gift of McDonald’s in all the moments our customers need it most. From showcasing the feeling of joy an invite to McDonald’s creates with an epic light show, to delighting fans with an epic gift drop, this campaign sets out to ensure everyone can enjoy some McDonald’s satisfaction.”

Creative and social were led by Leo Burnett, with RED Consultancy managing PR, social, and events, while OMD UK handled media planning and buying. tms led on the promotion, digital experience, ecommerce shop and prize pool. Linney supported BTL and POP communications, and Armadillo managed CRM.

Source: Leo Burnett

The campaign centres around a landmark global survey on diabetes and well-being, commissioned by IDF and conducted by Shape History, which included nearly 2,000 people living with the condition from seven regions around the world. The survey reveals that 77% of respondents struggle with mental health concerns, primarily driven by fears of complications. These results spotlight the critical role of mental well-being in comprehensive diabetes care.

Having successfully delivered four World Obesity and two Rare Disease Awareness Days, Shape History is well-versed in creating impactful global health campaigns. Now, the team is focusing on the often overlooked mental well-being of people living with diabetes.

“Diabetes has a profound impact on people’s mental well-being that is often unseen by society and unaddressed within healthcare systems,” said Jasmine El-Gabban, Strategy Lead at Shape History. “This campaign aims to give a voice to the millions worldwide who silently struggle with the emotional and hidden burden of this chronic condition.”

To bring these stories to life, Shape History created a powerful short film that captures the real-life experiences of people affected by diabetes all over the world. These are at the heart of the campaign, with imagery and footage prominently featured across various assets that will be distributed worldwide via the Federation’s network of national diabetes associations and partners.

In addition to the film, the campaign includes a comprehensive toolkit of social media assets, infographics, and in-person event materials that will be made available to healthcare providers, policymakers and the diabetes community.

“Our latest numbers show that 1 in 10 people are currently living with diabetes, with the findings of our survey suggesting that the mental well-being of over 400 million people could be impacted due to the daily burden of managing their condition,” said Phil Riley, Senior Director, IDF. “This campaign aims to change this and ensure that everyone living with diabetes receives the personal care and support they deserve.”

The campaign is part of a three-year strategy to raise awareness and drive advocacy around the impact of diabetes on well-being. By partnering with people with diabetes, healthcare providers and policymakers globally, the campaign aims to place mental well-being at the heart of diabetes care.

Source: Shape History

The 2024 Christmas advert from John Lewis is finally here, transporting viewers on an emotional and magical journey to find the perfect Christmas gift.

The Ivor Novello Award-Winning Richard Ashcroft provides the music backdrop with the powerful and poignant song Sonnet from his Acoustic Hymns Vol.1 Album, released on RPA/BMG.

The two-minute TV advert, created by Saatchi & Saatchi and the third in the trilogy this season, celebrates the search for the perfect gift through the wisdom of its customers and the breadth of offering in its stores – ending with the strapline: “The secret to finding the perfect gift? Knowing where to look”.

In the ad, the heroine, Sally, has left it a little late to find the right gift for her sister this year and races into a John Lewis store at closing time. Falling through a rack of dresses, she enters a fantastical world. We first see her stumbling out of the wardrobe in the attic of her childhood home and from here we are taken on a whimsical journey through her memories as she searches for the ultimate present, against the clock. 

Returning to the store and back to reality she has found the perfect gift, ready and wrapped. Sally then heads outside and has a special moment with her sister who will be the gift’s recipient. As they walk away we see her sister reflected in the John Lewis window as the child from her memories.

John Lewis is renowned for its Christmas adverts featuring cover songs. But this year, the retailer is offering aspiring musicians (and indeed anyone who wants to have a go!) a once-in-a-lifetime opportunity to become the next John Lewis cover star. Partnering with BMG and Richard Ashcroft himself, they will launch a nationwide talent search on November 15 on TikTok* via a branded effect on the John Lewis page, using the hashtag #MySonnet.

The lucky winner will record their own version of Sonnet, to be featured in a special Christmas Day airing of the advert on TV, with the track officially released by BMG. Chosen by Richard Ashcroft and a panel of independent judges, the winner receives a remarkable prize package: a professional recording session with a top producer, their cover single released by BMG (with proceeds donated to the Building Happier Futures charity**), a £3,000 John Lewis shopping spree, and tickets to a Richard Ashcroft headline show in 2025.

Charlotte Lock, Customer Director for John Lewis, said: “The secret to finding the perfect gift is knowing where to look. Our ad heroes the thoughtful gift-giver and celebrates ‘the gifting hour’,  the moment when you go a little deeper in your heart and in our stores to find something really special and meaningful for the ones you love. Our shops are the beating heart of our brand and our customers love the ritual of Christmas shopping there – so we wanted to give the store a starring role in our ad for the first time.

“This year the John Lewis Christmas advert features an original song rather than a cover track, and we’re offering the nation the chance to put their own stamp on it and become the ultimate cover star. So whether your style is pop, indie, country or R&B – we can’t wait to hear your take on Sonnet.”

All proceeds from the winning single will support the John Lewis Partnership’s Building Happier Futures programme, which helps care-experienced people build brighter futures.

Franki Goodwin, Chief Creative Officer at Saatchi & Saatchi, said: “We’ve all been there – time’s running out, and you’re still looking for the perfect gift for someone in your life who’s impossible to shop for. That’s why I believe viewers will truly connect with our heroine – as she dives into a rack of dresses, exploring her memories in search of that special gift.

“The Gifting Hour is a glorious visual and emotional feast which is both grown-up and childlike at the same time. Our chosen track, Richard Ashcroft’s – ‘Sonnet’, is a memory for anyone who grew up in the 90s – and the fact we’ve not chosen a cover version really leans into the nostalgia. We are delighted, however, to invite the nation to cover the track for Christmas day, in a wonderful twist on the magic John Lewis formula.”

Richard Ashcroft said: “To everyone involved in the project I raise a sherry and say salute! Sonnet plays again, time for some mince pies. Merry Christmas peace and love to all mankind.”

It’s the third chapter of John Lewis’s Golden Quarter campaign having announced the return of Never Knowingly Undersold in September and launching their Christmas Gifting Showcase earlier this month. The campaign is supported by out-of-home advertising, digital print and social media that showcases some of the most popular gifting products with a knowing wink as to why it is right for each individual customer. It encourages customers to search in store and online for gifts with knowing and wisdom.

Source: Saatchi & Saatchi

• Special initiative of Together for Girls
• ‘Break The Record’ launches this month with the release of a first-of-its-kind book documenting the global prevalence of childhood sexual violence and a practical framework to end it.
• ‘Break The Record’ – co-written and designed by cummins&partnersNYC – features groundbreaking new research conducted by Together for Girls, UNICEF, and other partners, which found that:
  • 82 million girls and 69 million boys have experienced some form of sexual violence in the past year: approximately 3 girls and 2 boys per second
  • 1 in 5 girls and 1 in 7 boys will experience some form of sexual violence before their 18th birthday
• The book launch is supported by a global outdoor, digital, and social media campaign across the USA and the UK, as well as earned media support from over fifty influencers and celebrities around the world.
• The campaign has been launched in an effort to set a GUINNESS WORLD RECORDS title for the most countries ever represented at a childhood violence summit, expected to be broken at the Global Ministerial Conference in Bogotá on November 7-8, 2024.
• The campaign was developed in partnership with survivors of childhood sexual violence, represented by The Brave Movement: a global survivor-led advocacy movement and.

cummins&partnters, Hope&Glory PR, Ladbury PR, and the7stars have have today unveiled ‘Break the Record’, a global campaign for Together for Girls aimed at breaking the world’s record of inaction against childhood sexual violence.

The campaign follows groundbreaking new research conducted by Together for Girls in collaboration with the World Health Organization (WHO), Georgia State University, China Agricultural University, U.S. Centers for Disease Control and Prevention (CDC), and University of Edinburgh, which revealed that 82 million girls and 69 million boys have experienced some form of sexual violence in the past year: approximately 3 girls and 2 boys per second.

Launched one week before the Global Ministerial Conference on Ending Violence Against Children in Bogotá, the campaign aims to break a GUINNESS WORLD RECORDS title for the most countries ever represented at a childhood violence summit.

At the heart of the campaign is a first-of-its-kind book, co-written and designed by cummins&partnersNYC, which documents both prevalence data and practical solutions in a format never before seen in this field. 

The book and campaign will have a major presence at the conference itself, including a large installation at the conference venue, developed by Creative Giants. The installation will confront delegates with 2m-high book spreads featuring statistics on childhood sexual violence, and will capture sign-ins from delegates for the official world record attempt.

Published in English, Spanish and French, the limited edition book is structured in three parts:

• Understanding Childhood Sexual Violence – the facts and figures revealed by newly published research, helping us understand the issue on a global scale.
• Addressing Childhood Sexual Violence – a practical framework for addressing SVAC around the world, including insights and best practice guidance.
• What can I do? – actions available to each and every reader to learn, advocate, and act to end SVAC.

The book launch is supported by a global outdoor, digital and social media campaign orchestrated by the7stars, as well as earned media support from over fifty influencers and celebrities around the world.

The design of the book and broader campaign contrasts the seriousness of the topic with the innocence of the people – the children – it affects. Based on the concept of a child-like scrapbook, readers are constantly reminded of the safety and joy that’s owed (but too often denied) to every child.

The earned media strategy, executed by Hope&Glory PR and Ladbury PR, has focused on driving global media attention and public engagement across digital platforms, traditional press, and influencer partnerships.

All readers and campaign viewers will be directed to www.BreakTheRecord.org, a dedicated landing page to take action and read a digital version of the book in all languages.

Louis Lunts, Managing Director of cummins&partnersNYC, said:

“Once in a blue moon, the stars align to present the rarest of opportunities: a chance to build something that’s both creative and genuinely impactful. This, for us, was that opportunity.

We had groundbreaking research which – for the first time ever – revealed the global prevalence of childhood sexual violence.

We had a chance to influence the largest ever summit on childhood violence, slated to welcome delegates from 120+ countries.

And most importantly, we had a brave client willing to push boundaries, build a coalition, and lead the charge towards ending childhood sexual violence around the world.

When life throws you a bone like that, you grasp it with both hands. That’s what the entire team has done with ‘Break The Record’, and we couldn’t be prouder to see it launch.”

Dr. Daniela Ligiero, CEO and President of Together for Girls, said:

“The Break The Record campaign is a monumental step in our ongoing work to end childhood sexual violence.

Through our partnership with cummins&partners and the wider agency team, we have created something truly groundbreaking. This campaign not only sheds light on the horrific prevalence of abuse, but it also offers practical, evidence-based solutions for policymakers and advocates alike.

The collaboration and commitment from these agencies has been instrumental in amplifying our message, challenging the status quo, and reaching audiences across the world.

This work is more than a campaign—it’s a major step in our global movement toward prevention, healing, and justice. Together, we are breaking the silence and setting a new standard for what is possible in the global effort to end childhood sexual violence.”

Source: cummins&partnersNYC

‘A Sip of Optimism’ has been created by Quiet Storm, which was appointed to the Tea India account in October without a pitch.

As Tea India is a challenger in the specialist tea category, Quiet Storm’s strategy is focused on building brand awareness. To do this, the campaign visuals make a hero of Tea India’s vibrant red and yellow packaging and ‘mountain range’ design asset, with the goal of building memory structures that will aid recognition at what is a very busy fixture in the supermarket.

Contrasting with the vivid colours, the visuals feature tea drinkers photographed in black and white, their faces full of joy and their eyes replaced by brimming cups of Masala Chai. Completed by the headline “A Sip of Optimism”, the overall effect is to create a very distinctive positioning for the Tea India brand in a category that is dominated by serene imagery and messages of cosy comfort.

Naomi McCann, Marketing Manager at Tea India, said: “Our brief to Quiet Storm was to disrupt the category with bold, vibrant storytelling, and this work really does that, along with capturing the optimism of what Masala Chai is all about. We’re so excited to see how it drives new audiences to discover the Tea India brand for themselves.”

Trevor Robinson, Founder & Executive Creative Director at Quiet Storm, said: “The specialist tea category is dominated by advertising that’s potentially more soporific than the products they’re selling, so we were very much on the same page as Tea India when they explained their mission to shake things up and get tea drinkers to break out of their routines.”

The campaign breaks with a regional test of digital OOH in Birmingham, live from 4 November. There is also social media activity running across Meta platforms.

Source: Quiet Storm

Christmas can often bring a surge of life admin, from sending gifts and cards to managing finances. Research shows that many people feel overwhelmed by these tasks, which can detract from the magic of the season. Post Office aims to reduce the friction of Christmas admin, showcasing its Postmasters as the unsung heroes ready to help customers navigate their Christmas to-do lists with ease.

Three real-life Postmasters – Gurpreet Kaur Dhillon, Dhaval Gosaliya, and Helen Froggatt -have been transformed into charming CGI characters, alongside a crew of fictional helpers, to create eye-catching visuals that guide consumers through essential Christmas postage tips and deadlines. Their characters have been showcased in a festive pre-launch social film, which will be used to introduce the ‘Helping you Master Christmas’ creative platform.

Dhaval Gosaliya, Postmaster based in Northampton, said, “It’s been a real thrill to be part of this campaign with Post Office. Christmas is always a hectic time for Postmasters, and it’s special because some people only visit us once a year to send gifts to loved ones. It’s our chance to make their experience smoother and spread some holiday cheer. We’ve decked out the shop with decorations, and while I’m helping customers with customs forms and postage options, I might even point out my festive character on our new signage – it adds a bit of fun to the busy season!”

The campaign will run from 4th November to 23rd December and will feature across multiple platforms, including in-branch materials, social media, digital displays, and out-of-home advertising. Real Postmasters will also take the spotlight in a paid content partnership with Buzzfeed.

Vicki Saunders, Deputy Managing Director, krow Group, said, “This year’s Christmas campaign was an opportunity for us to celebrate the Post Office colleagues up and down the country dedicated to helping us all tackle our Christmas admin this festive season. Our hand-crafted Christmas helpers reflect the care and expertise of Post Office colleagues whilst providing an effective visual ‘glue’ for the many messages Post Office must communicate at this time of year.”

David Enwright, Marketing Director at Post Office added, “Christmas is about celebrating and reconnecting with loved ones, but it’s hardworking Postmasters across the UK who make much of the season possible. From last posting dates to securely wrapping gifts, there’s a lot for people to remember. This campaign puts the spotlight on our local Christmas helpers, making sure customers have the information and support they need.”

Source: krow Group