123

New World brings back Noel to uncover his true identity

  • Advertising
  • November 10, 2017
  • StopPress Team
New World brings back Noel to uncover his true identity

It’s not Christmas until New World’s heart-warming Noel character makes an appearance, and this year he’s back to confuse more children, and even the police, in a madcap journey by 99.

Noel has become a favourite Christmas character over the years, however, the truth behind his identity has been kept a secret. Since 2014 the unsuspecting New World staff member has been making people take a second look as his white beard, round belly and name share similarities to Santa, and now New World is taking a look at what might happen if the truth is revealed.

The 60-second TVC kicks off with a child asking Noel “Are you the real Santa?” and then taking a photo of him. The photo is quickly shared around the internet and a global frenzy ensues as people try to establish whether or not Noel is in fact Santa. The situation escalates until he is arrested for millions of cases of breaking and entering.

But as the flash of a camera taking his mug shot goes off, Noel returns to reality where he carries on as usual—after a suspiciously Santa-sounding “no no no”.

99’s chief creative officer Craig Whitehead says this is definitely not your standard run-of-the-mill Christmas campaign.

“It’s a madcap journey that explores Noel’s deepest darkest fears about being ‘uncovered’. And I have to say this one was just as much fun to make as it is to watch.”

For New World, the TVC is a result of it wanting an entertaining piece of work, as well as an illustration of the little extra magic its supermarkets provide at Christmas time.

Retail manager Stephanie Pyne says it believes the charm and fun of the Noel character is a really special and unique way to bring to life New World’s range of food and commitment to service.

“He’s clearly captured Kiwi’s imagination in the past, and we’re sure this next chapter will do that again.”

The eight-week campaign runs until Christmas on television, cinemas and across digital channels.

Credits:

Client: Foodstuffs New Zealand (New World)
Group general manager marketing: Steve Bayliss 
Head of retail marketing: Stephanie Pyne 
Brand and sponsorship manager: Jen Mariu

Agency: 99
Chief creative officer: Craig Whitehead 
Creative director: Chris Long
Business director: Katherine Sliper
Head of content production: Therese Bielawa

Agency: Colenso
Executive creative director: Steve Cochran 

Production company: Fish
Director: Gregor Nicholas
Producer: Penelope Sinclair 
Executive producer: James Moore

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

topics
Beneath the Surface
Beneath the Surface
In this series, brought to you by Microsoft, we talk to a conceptual photographer, illustrator ...
Insight Creative
Insight Creative
Insight Creative specialises in shaping business stories out the core insights that often lie under ...
20/20 (tele)vision
20/20 (tele)vision
Media consumption is changing. But by how much?
The Hot List
The Hot List
Our rundown of the hottest shows, brands and creators in New Zealand media. 1. magazine ...
Cannes Lions 2017
Cannes Lions 2017
All the winners, the shortlists and the drama from this year's edition of advertising biggest ...
Merger Mania
Merger Mania
All our stories on the nation's two failed mergers in one place
Bauer Beyond the Page
Bauer Beyond the Page
When it comes to creating branded content, there are few better in the Kiwi market ...
The Indies
The Indies
Over the course of this series of articles, we look at how always-nimble indy agencies ...
AdRoll on automation
AdRoll on automation
Marketing automation is tipped to eventually become the only way advertising is traded in the ...
Game Changers
Game Changers
It’s all about PEOPLE. Join us as we discuss global insights, ideas and innovations from ...
TVNZ-NZ Marketing Awards 2015
TVNZ-NZ Marketing Awards 2015
Celebrating all the winners of the 2015 TVNZ-NZ Marketing Awards.
Future Tense
Future Tense
In a new series, StopPress talks to a range of newsmakers currently trying to shine ...
Beyond the Page
Beyond the Page
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Up Country
Up Country
In conjunction with News Works, the Up Country series talks with some of New Zealand's ...
Sounding off
Sounding off
As part of a content partnership with MediaWorks, we've asked a few of the company's ...
StopPress Podcasts
StopPress Podcasts
We sit down for a chat with industry leaders to find out what they're up ...
Beyond the Page 2018
Beyond the Page 2018
In conjunction with the MPA, the Beyond the Page series shows how some of the ...

Cannes 2018: highlights from day two—UPDATED

  • Advertising
  • June 19, 2018
  • StopPress Team
Cannes 2018: highlights from day two—UPDATED

Colenso BBDO is the first New Zealand agency to make it onto the winner's board with a Bronze Lion picked up in the Health and Wellness category. It's since received six mentions in shortlists overnight alongside FCB, DDB and Saatchi & Saatchi.

Read more
voices

Cannes 2018: Colenso BBDO is the first New Zealand agency to make a shortlist

  • Advertising
  • June 18, 2018
  • StopPress Team
Cannes 2018: Colenso BBDO is the first New Zealand agency to make a shortlist

It's that time of year again, with adland taking to the French Riviera for a week of education, inspiration and celebration. So far, the shortlists for the Glass, Innovation, Titanium, Pharma, and Health and Wellness categories have been released to kick off the buzz that’s set to last until the last Lion is announced on Friday.

Read more
Sponsored content

Both sides now: a look at the tension between clients and agencies

Client-agency partnerships are often love/hate relationships that leave both sides delighted and frustrated all at the same time. Insight Creative’s CEO, Steven Giannoulis, shares his experience on both sides and dishes up advice on working better together.

Rub of the green: our picks for future New Zealand weed brands

  • Advertising
  • June 18, 2018
  • Idealog
Rub of the green: our picks for future New Zealand weed brands

Marijuana has been legalised or decriminalised in a number of countries and states and a whole heap of entrepreneurs and savvy marketers have jumped on the hashwagon. In fact, some commodity traders have called marijuana ‘the next coffee’, such is its potential as a consumer good. In New Zealand, it may not be too long before the same thing happens, with those wacky-backy-loving liberals from Labour close to letting medical marijuana through in some form and a number of local go-getters are ready to light the fuse and fly high. It seems like a slippery, smoky, skankin’ slope to a free-market free-for-all (and, according to Family First, the inevitable downfall of society). So, given this likely shift, here are some brands that might soon exist.

Read more

Kiwi Cultural Code #1: earned success

  • Voices
  • June 18, 2018
  • Claire Tutill
Kiwi Cultural Code #1: earned success

Kiwis have traditionally shied away from celebrating their successes. But the tides are turning and we’re getting more comfortable fronting up to our wins, but only as long as it’s done with humility and backed up with proof. TRA marketing manager Claire Tutill takes a look at awards for awards sake.

Read more
Sponsored content

What will digital marketing look like In 2025?

What will be the most in-demand marketing capabilities and technologies by 2025? And what metrics do marketing leaders believe they are most likely to be measured on by the middle of the next decade?

Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit