Discount retailer Big W is putting a spotlight on mums this Christmas with its latest campaign that reveals just how much work goes into making these festivities happen.
Created by indie shop 72 and Sunny, the films depict how mums typically experience Christmas: by tackling an endless to-do list. Set in the aisles of Big W, these mums (sometimes joined by their kids) rattle through their festive tasks: shopping, cooking, decorating, wrapping gifts, and sorting presents for just about everyone, from in-laws to the family pet. They also recount the smaller, often overlooked duties that keep holiday traditions alive, like managing Secret Santa and moving the Elf on the Shelf.
One mum admits the occasion can be "really, really exhausting," while another unironically quips that she loves Christmas. The reward for their hard work? Unfiltered joy. In the third film (below), kids are shown squealing in delight as they tear through wrapping paper to uncover their long-awaited gifts on Christmas morning.
“To celebrate and champion the real heroes of Christmas, we put real mums at the heart of our campaign and gave them a platform to celebrate the moments that matter," said Debbie Leader, head of trade at Big W.
“The 2025 BIG W Christmas campaign is a world away from the magical, blockbuster campaigns about to flood your TV screens and LinkedIn feeds," added Wesley Hawes, chief creative officer at 72andSunny Sydney. "It’s a real and raw approach that is more truthful than tinsel."
The campaign will run across TVC, BVOD/SVOD, online and OOH.
Campaign's take: At last, a Christmas ad that tells the truth parents live every December: the magic doesn’t magically appear. Someone (usually mum) is up late wrapping gifts, planning menus, juggling budgets and carrying the emotional load that keeps the traditions alive.
Big W’s campaign works because it swaps the glossy, picture-perfect Christmas for something warm, honest and instantly relatable. The raw, interview-style format captures the tired smiles, the knowing eye-rolls and the “yep, that’s me” moments every parent will recognise. It’s the kind of content that will get tagged in group chats with: “This is literally us.”
CREDITS
Client: BIG W
Chief Customer & Revenue Officer: Ryan Gracie
Head of Trade: Debbie Leade
Senior Marketing Manager: Doug Sexton
Marketing Manager: Caitlyn Nusdorfer
Agency: 72andSunny
Director: Lachlan Rotherham
Production Company: Poppet
Executive Producer: Nat Taylor
Producer: Beth Malcher
Post-production: 3P Studios
Sound: 3P Studios
