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This Irish Ad Has Gone Viral with Its Emotional Christmas Message

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Little boy anticipating Christmas arrival reflects on the importance of family in Supervalu's new spot from TBWA\Dublin

This Irish Ad Has Gone Viral with Its Emotional Christmas Message
It’s been a unique year to say the least. The uncertainty of the past 10 months combined with the need for something to believe in, means this Christmas has a renewed importance for so many of us. And it’s that enthusiasm for a little festive magic that inspired TBWA/Dublin to create SuperValu Ireland’s latest TVC.

SuperValu, a major supermarket chain in Ireland, has officially landed a spot as one of the best Christmas adverts we’ll see all year. Since it launched last night, it has taken Irish Twitter by storm with users commenting “Thanks SuperValu. The whole of Ireland is crying now."

The story of a child looking for reassurance at Christmas will feel familiar for households across Ireland and indeed all over the world. So the idea was to capture that sense of anticipation we all experienced as kids, but use it to deliver an extra sweet surprise.

Creative team Paul Arthurs and Martin Corcoran said: “By telling the story from the child’s point of view we balanced childlike wonder and energy while remaining firmly rooted in the real world. This was crucial to striking the right tone for the film. We believe this piece will achieve resonance and hopefully give audiences a little lift in the run up to the big day itself.”

SuperValu interim marketing director, Des O’Mahon, commented: “This has been a year like no other, we have all lived with uncertainty over the past few months and our focus now is trying to remain upbeat and look forward to the good times ahead. In developing our Christmas campaign, we took inspiration from letters we received from our customers about the importance of Christmas this year, and while the festive season might be a little different, at SuperValu we know that the real magic of Christmas is being together and family is what makes it special. This advert captures the very real sentiment of the importance of family this Christmas and encourages us all to believe."

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Client: SuperValu Ireland

Interim Marketing Director: Des O’Mahony

Strategy Marketing Manager: Tara Clifford

Retail Marketing Manager: Shane Lynch

Food Leadership Brand Manager: Owen Lynch


Agency: TBWA\Dublin

Executive Creative Director: Des Creedon

Business Director: Yvonne Caplice

Senior Account Manager: Ronnie Ohana

Senior Brand Strategist: Kathleen Moore

Senior Art Director: Paul Arthurs

Copywriter: Martin Corcoran

Producer: Kate McEvoy


Production: H2

Director: Sam Huntley

Executive Creative Producer: Keith Hutchinson

Executive Producer: Jack Armstrong

DP: Narayan Van Maele


Post-Production: Windmill Lane

Editor: Stephen O'Connell

Grade: Matt Branton

Flame/Online: Ian Jacobs

Post Producer: Talma O'Sullivan

Sound and Music

Original Music: Denis Kilty

Sound: Mark Richards @ Mutiny

Categories: Supermarkets, Retail and Restaurants

TBWA\Dublin, Fri, 13 Nov 2020 11:36:39 GMT