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 SuperValu’s latest TVC.
The story of a child looking for reassurance at Christmas will feel familiar for households across Ireland. So the idea was to capture that sense of anticipation we all experienced as kids, but use it to deliver an extra sweet surprise. For creative team Paul Arthurs and Martin Corcoran, “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.”
In partnership with H2 Films and director Sam Huntley, the challenge of making the 60 second TVC in level 5 restrictions was greatly helped by a stellar cast and crew. There’s also a 30 second edit along with 10 second teasers, which will feature on VOD and social channels. Denis Kilty created the music, which was specifically composed to each edit.
TBWA\Dublin Business Director, Yvonne Caplice, mentions “Christmas is a time to truly believe and right now Ireland needs to believe more than ever before. As a nation we need to believe in each other and that these strange times we find ourselves in will end and we'll all be together again soon. COVID 19 has really made us all realise just how important these moments with family and friends are to us, and how it really is what life is all about.”
TBWA\Dublin ECD, Des Creedon, adds “With a client and an agency that has such a close belief in each other and a belief too in what's important this year, it was great to see it come together so well in a great piece of storytelling. And, one that I believe will bring much joy to people this Christmas and maybe the odd tear or two, but in a good way!”
SuperValu Interim Marketing Director, Des O’Mahony said; “This has been a year like no other, we have all lived with uncertainty over the past few months but now we must try and remain upbeat and focus on the good times ahead. In developing this new TV advert, we took inspiration from letters from our own 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 around the importance of family this Christmas.”
TBWA\Dublin
CEO, Deirdre Waldron
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
SuperValu Ireland
SuperValu Interim Marketing Director, Des O’Mahony
SuperValu Strategy Marketing Manager, Tara Clifford
SuperValu Retail Marketing Manager, Shane Lynch
SuperValu Food Leadership Brand Manager, Owen Lynch
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
Post-Production: Sound
Original Music, Denis Kilty Sound, Mark Richards @ Mutiny
