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.”



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