Irish supermarket SuperValu unveils Christmas ad with a fantastical twist via TBWA\Dublin


With the festive season in full swing, Irish supermarket chain SuperValu has launched a new Christmas campaign via TBWA\Dublin, that’s sure to deliver the warm and fuzzy feels.


The ‘Share the Magic’ campaign has today debuted a heartwarming 90-second TVC that explores themes of recovery and optimism after a difficult few years.

‘Share the Magic’ tells the story of a young girl called Aoife, who wakes up one morning to a strange noise. Accompanied by her parents, she hurries outside to find an injured wild deer in her back garden. For Aoife though, this is no ordinary deer, and she quickly makes it her mission to help her new friend get back to its feet – and beyond.

Produced by Antidote Films and directed by Ben Liam Jones, bringing this script to life presented a number of tall orders. But close collaboration with the client, agency, and post house Windmill Lane meant the team could deliver an extra-special film just in time for the run up to Christmas.

Says Paul Arthurs, head of art at TBWA\Dublin: “We felt the theme of recovery was what we should tackle this year. Addressing and understanding our customers’ journey since last Christmas was what we believed would resonate. And an optimistic belief in the future, as a take out, is one that feels magical especially at Christmas.”

Says Martin Corcoran, copywriter at TBWA\Dublin: “They say you should never work with children or animals but we were lucky enough to find the perfect duo for our story. Nine-year-old Penny Lynch just blew us away, both in her audition and on set. And a special mention also for our best supporting deer, Deermuid, who was an absolute pro throughout!”

Says Yvonne Caplice, business director at TBWA\Dublin: “Last year’s Christmas ad was a difficult one to follow, but true partnership and collaboration between the client and agency has resulted in this extra special film, for this extra special Christmas when we can all be together with friends and family, for the first time in almost two years.”

Says Shane Lynch, retail marketing manager at SuperValu: “We are excited to release our 2021 Christmas ad and hope that viewers across the country can connect with and find moments of hope and joy in Deermuid, little Aoife, and the community of children that support them.”

This year’s film follows on from TBWA\Dublin and SuperValu’s viral 2020 campaign, ‘We Believe’.

Client: SuperValu
Marketing Director: Ray Kelly
Retail Marketing Manager: Shane Lynch
Value Brand Manager: Owen Lynch

Agency: TBWA\Dublin
Executive Creative Director: Des Creedon
Head of Art: Paul Arthurs
Copywriter: Martin Corcoran
Business Director: Yvonne Caplice
Account Director: Eibhin McLoughlin
Account Manager: Kate O’Neill
Strategic Director: Aleesha Tully
Agency Producer: Shane Mulrennan
Supervising Producer: Onagh Carolan
Director of Social & Content: Andrew Murray
Social Media & Content Manager: Amy Tumelty
Social Content Director/Editor: Rupert Morris
Motion Graphics: Mark Murray

Production Company: Antidote Films
Producer: Andrew Freedman
Director: Ben Liam Jones
DOP: Nick Morris

Post Production & Visual Effects: Windmill Lane
VFX Supervisor: John Kennedy
Animation Director: Graham Gallagher
Editor: John O’Connor & Caleb Long
Composer: Denis Kilty