Countdown gives Kiwis a ‘Reverse Fairytale’

After an incredibly challenging year for Kiwis, Countdown’s new Christmas spot, ‘Reverse Fairytale’, has launched with people at its heart. 

The ad opens with Santa telling his elves about a wonderful land at the other end of the world – New Zealand – where people love coming together for Christmas, and the important role Countdown’s team of 20,000 ‘helpers’ play in bringing Kiwis together for a truly magical Christmas.

Paul Hankinson, Executive Creative Director, M&C Saatchi, says: “To somebody who lives at the North Pole, Christmas with warmth and sunshine in shorts and jandals would seem pretty wondrous and magical – so it’s basically a Christmas fairytale in reverse. Made stronger by the common reason for being – to help – shared by Countdown’s team and Santa’s elves.”

Reverse Fairytale is an integrated campaign consisting of a VC, OOH, digital and social aiming to engage with families across New Zealand, and bring happiness and joy around the Christmas dinner table.

Whether for a family wanting a quiet dinner for two, or others planning a week of festivities, regardless of their plans, Countdown has everything they need and the team is ready and willing to help with any request – big or small.


M&C Saatchi  

Executive Creative Director – Paul Hankinson

Head of Art – Gerhard Myburgh

Director of Operations – Sarah Hobden

Producer – Liz Rosby

Planning Director – Emma Fern

Group Account Director – Carly Pratt

Senior Account Director – Genevieve Slater

Senior Account Manager – Camille Coltman

Senior Designer – Luis Curiel


Acting GM Brand – Brid Drohan-Stewart

Senior Marketing Manager – Katja Green

Marketing Manager – Melissa Wood


Film Co – Assembly

Director – Alan Bibby

Animation Director – Jonny Kofoed

Animation Lead – Gary Sullivan

Head of Production – Helen Naulls

DoP – Ziga Zupancic

Editor – Tim Mauger

Colourist – Pete Ritchie

Music – Liquid (Peter Van de Fluit)

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