‘Stanta’ stars in Mitre 10’s Christmas ad

Launching Sunday 21 November, Mitre 10’s Christmas 2021 ad is a real family affair, with ‘Stanta’ and his little helpers bringing a bit of humour to the festive season.

Changing alert levels and travel restrictions forced both the Mitre 10 marketing team and agency partners to embrace a fluid and flexible production approach, finding a new way to film and edit. With a crew gathered from across the North Island, the campaign was shot remotely in Gisborne, home of Mitre 10’s building consultant Stan Scott – actually in Stan’s own workshop.

While having client, editors, and crew all in separate geographical locations created challenges, filming in Scott’s workshop meant extra talent wasn’t needed – there’s certainly no shortage of talent in the Scott household. Dear Stanta was ably (and entertainingly) supported by daughters Rio and Vienna (aka Ducky) and directed by his wife, Natalie.

“The campaign as it’s landed wasn’t Plan A but having to pivot on a dime turned out to be an advantage. We had to get creative with the concept, the shoot, and the edit, and the result is a heart-warming moment with a dose of the wry humour Mitre 10 is known for,” says the co-operative’s Chief Marketing Officer Jules Lloyd-Jones. 

“While this year has been universally challenging, regardless of where you live, there was no way we were going to miss celebrating Christmas with our customers.”


Client – Mitre 10 New Zealand
Production – Augusto
Director – Natalie Scott
Talent – Stan, Rio and Vienna Scott
Media – FCB

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