Is Santa a mild-mannered New World employee named Noel?

After two delightfully insane adverts that illustrated that retail advertising doesn’t always involve the same tropes, the New World marketing team has reeled it in bit for its Christmas campaign, which features a mild-mannered employee named Noel, who may or may not be Santa in an admittedly average disguise.

Conceptualised by retail specialist agency .99 and shot by Finch, the series of spots feature Noel being recognised by a customer and his co-workers while fulfilling his New World duties.      

“It’s fun to be able to get playful with one of the great Christmas icons – and build a compelling retail advertising campaign for this critical period around Noel and the team at New World,” said .99’s managing director Ben Goodale in a release. 

But the campaign isn’t only going to be limited to this quirky creative. As the Christmas period nears, New World will release various product- and price-related spots that will tie in with the overarching theme.  

“Christmas is a massive time for our owner/operators and ensuring our retail messaging really stands out is crucial to sales success,” said Steve Bayliss, the general manager of marketing at Foodstuffs. “We challenged .99 to approach Christmas in a new way and the result is a cracker.”

According to the release, .99 again worked with New World staff members to bring the ad to life.     

“The performances that [Finch’s] (Saint) Nick Ball was able to get from the real New World staff members at four in the morning are nothing short of brilliant,” said Craig Whitehead, the chief creative officer at .99. “It’s all translated through into a distinctive campaign which we believe will get the cash registers jingling for New World this Christmas”.



Steve Bayliss – Group General Manager Marketing
Jules Lloyd – Group Brand Director
Steph Pyne – National Retail Marketing Manager – New World


Craig Whitehead – Chief Creative Officer
Ed Bell – Snr Copy Writer
Greg Wylie  – Snr Art Director
Simon Wharton – Copywriter
Simone Lash – Design
Pippa O’Regan – Group Account Director
Allie Buczkowski  – Account Manager
Rebecca Richardson – Producer
Lauren Watling – Producer


Nick Ball – Director
Andy Mauger – Producer

Post Production

.99 Motion Graphics

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