BIG W puts mums at the centre of Christmas reality in 2025 campaign

Big W is positioning mums as the real heroes of Christmas, joining a wave of brands moving early on festive advertising this year.

The work follows 72andSunny’s first campaign for the retailer in September, which introduced a new brand platform celebrating the chaos and small wins of parenting. That launch marked the agency’s first major outing since being appointed in April, and the Christmas campaign continues the theme - anchoring the emotional and logistical centre of family life rather than leaning on seasonal fantasy.

The spot focuses on real mums voicing the mental and physical load of the season - planning, shopping, wrapping, cooking, decorating and managing the micro-details that make Christmas feel effortless for everyone else. The creative leans into candid vox-pops and relatable domestic moments instead of polished Christmas tropes or blockbuster sentimentality.

“Christmas doesn’t just happen,” Debbie Leader, head of trade at Big W, said. “More often than not, mums take on the burden of the festive to-do list. We wanted to recognise the real people who make Christmas happen.”

The approach places Big W in the same creative current seen across this year’s holiday marketing: warmth grounded in reality, acknowledging both family pressures and practical budgets. It also taps into a wider category shift toward emotional honesty and scaled-back festive storytelling, as brands try to match a more intentional and cost-aware consumer mood.

72andSunny chief creative officer Wesley Hawes said the retailer deliberately avoided glossy seasonal fantasy. “This is a real and raw approach - more truthful than tinsel,” he said.

The campaign runs across TV, BVOD/SVOD, YouTube, social and OOH.