According to the client and agency teams, the message delivered in the original commercial by Copenhagen-based agency & Co was one that South Africa needs more than ever right now. TBWA asked & Co for permission to take the sentiment forward.

"We found such strong resonance in the Danish message of unity, particularly right now with the divisions that have been sown in society, that we wanted to bring this to life from a South African perspective," says Des Jones, group head of strategy, TBWA.

"SPAR is a microcosm of South African society and, at a festive time like Christmas, when families and friends get together, we wanted to share this message of unity. It is what makes us so unique. We were delighted that TBWA shared our sentiments about the original campaign and were happy to take this message forward," adds the team at SPAR.

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