.99 & Fish bring back Magical Noel

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With the festive season fast approaching, New Zealand’s favourite Santa lookalike is at it once more, in the latest instalment of New World’s Noel Christmas campaign, via retail agency specialists .99. 

The new spot – helmed with style and restraint by celebrated Fish director Gregor Nicholas – sees New World staff member Noel as busy as ever spreading Christmas cheer amongst staff and customers alike – still keeping everyone guessing, thanks to his striking resemblance to Saint Nick, and a strong dislike of venison sausages.

In what has become a New World Christmas tradition, the spots also feature a number of real staff members, showcasing the friendliness and expertise New Zealanders can expect at any New World store.

Foodstuffs NZ group general manager marketing Steve Bayliss says they’re delighted to have Noel reprise his role at the heart of New World’s Christmas campaign this year.

“It was a no-brainer to bring Noel back,” he said. “He embodies everything New Zealand loves about Christmas – the magic, the mystery, the excitement – and, really, what better way for us to help Kiwis celebrate the festive season. We hope this latest series of spots will bring even more joy to New Zealanders up and down the country.”

justONE managing director Ben Goodale said: “The reaction to Noel last year was fabulous and it’s great to bring him back with such an entertaining and engaging piece of advertising to support New World this Christmas.”

.99 chief creative officer Craig Whitehead said: “Nine times out of ten the sequel’s never as good as the original, but I reckon this one just may well be. Fantastic performances from Santa (ahem … I mean Noel) and everyone involved, including the talented bunch of real New World staff. We’re stoked with the result.”

The campaign features a 30” TVC, and a 45” Cinema and Digital spot, and will run from 22 November right through to Christmas Day. That’s the cinema spot we’re featuring at the top of this page.


Client: Foodstuffs New Zealand
Group General Manager Marketing: Steve Bayliss
Group Brand Director: Jules Lloyd
National Retail Marketing Manager – New World: Stephanie Pyne
Agency: .99
Chief Creative Officer: Craig Whitehead
Creative Team: Craig Whitehead, Steve Cochran (Colenso BBDO),Chris Long, Jesse Stevens, Simon Wharton, Amy-Rose Lynch
Group Business Director: Pippa O’Regan
Head of Content Production: Therese Bielawa
Production Company: Fish
Director: Gregor Nicholas
Producer: Penelope Sinclair

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