M&C Saatchi Abel aimed to play on the insight that in South Africa, Christmas isn’t about sleds and snowflakes – rather, it’s a time when people travel home to celebrate the season with their family.
The agency created a firm association between Bakers and a South African Christmas. The ad tells the story of a little girl, Thuli, taking a bus back home with her father. When viewers are first introduced to the family, Thuli sits with a box of Bakers on her lap.
A Bakers Christmas – M&C Saatchi Abel
Thuli is shown offering biscuits to everyone around her, meaning there are no biscuits left by the time they arrive at the house. Her dad is shown with another box of biscuits hidden in his bag. The ad was directed by Amy Allais and produced by Deenan Naidoo for Ola! Films.
Conan Green, creative director at M&C Saatchi Abel, adds, "It’s rare that an ad and an insight are so tightly woven together. I think that we’ve created an ad that every South African family will connect with."
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