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Irish Christmas Ad Sees a Young Girl Help an Injured Deer - with Magical Consequences

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TBWA\Dublin asks us to ‘Share the Magic’ with an optimistic film with a fantastical twist for Irish supermarket chain SuperValu

Irish Christmas Ad Sees a Young Girl Help an Injured Deer - with Magical Consequences

With the festive season in full swing, Irish supermarket chain SuperValu has launched a new Christmas campaign that’s sure to deliver the warm and fuzzy feels. Having subtly launched earlier this month across tactical comms, the ‘Share the Magic’ campaign has today debuted a heartwarming 90-second TVC that explores themes of recovery and optimism after a difficult few years. 

‘Share the Magic’ tells the story of a young girl called Aoife, who wakes up one morning to a strange noise. Accompanied by her parents, she hurries outside to find an injured wild deer in her back garden. For Aoife though, this is no ordinary deer, and she quickly makes it her mission to help her new friend get back to its feet - and beyond.


Produced by Antidote Films and directed by Ben Liam Jones, bringing this script to life presented a number of tall orders. But close collaboration with the client, agency, and post house Windmill Lane meant the team could deliver an extra-special film just in time for the run up to Christmas. 

Paul Arthurs, head of art at TBWA\Dublin, comments: “We felt the theme of recovery was what we should tackle this year. Addressing and understanding our customers’ journey since last Christmas was what we believed would resonate. And an optimistic belief in the future, as a take out, is one that feels magical especially at Christmas.”

Martin Corcoran, copywriter at TBWA\Dublin, adds: “They say you should never work with children or animals but we were lucky enough to find the perfect duo for our story. Nine-year-old Penny Lynch just blew us away, both in her audition and on set. And a special mention also for our best supporting deer, Deermuid, who was an absolute pro throughout!”

Yvonne Caplice, business director at TBWA\Dublin, comments: “Last year’s Christmas ad was a difficult one to follow, but true partnership and collaboration between the client and agency has resulted in this extra special film, for this extra special Christmas when we can all be together with friends and family, for the first time in almost two years.”

Shane Lynch, retail marketing manager at SuperValu, adds: “We are excited to release our 2021 Christmas ad and hope that viewers across the country can connect with and find moments of hope and joy in Deermuid, little Aoife, and the community of children that support them.”

This year’s film follows on from TBWA\Dublin and SuperValu’s viral 2020 campaign, ‘We Believe’.

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Client: SuperValu

Marketing Director: Ray Kelly

Retail Marketing Manager: Shane Lynch

Value Brand Manager: Owen Lynch


Agency: TBWA\Dublin

Executive Creative Director: Des Creedon

Head of Art: Paul Arthurs

Copywriter: Martin Corcoran

Business Director: Yvonne Caplice

Account Director: Eibhin McLoughlin

Account Manager: Kate O’Neill

Strategic Director: Aleesha Tully

Agency Producer: Shane Mulrennan

Supervising Producer: Onagh Carolan

Director of Social & Content: Andrew Murray

Social Media & Content Manager: Amy Tumelty

Social Content Director/Editor: Rupert Morris

Motion Graphics: Mark Murray


Production Company: Antidote Films

Producer: Andrew Freedman

Director: Ben Liam Jones

DOP: Nick Morris

Post Production

Post Production & Visual Effects: Windmill Lane

VFX Supervisor: John Kennedy

Animation Director: Graham Gallagher

Editor: John O’Connor & Caleb Long

Composer: Denis Kilty

Genres: People, Storytelling

Categories: Supermarkets, Retail and Restaurants

TBWA\Dublin, Tue, 23 Nov 2021 14:48:41 GMT