TBWA\Dublin, Director Ben Liam Jones, Windmill Lane "Share the Magic” In SuperValu Xmas Spot


Robert Goldrich
Friday, Nov. 26, 2021


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Irish supermarket chain SuperValu’s Christmas spot, from agency TBWA\Dublin, introduces us to a girl named Aoife who wakes up one morning to a strange noise. Accompanied by her parents, she hurries outside to find an injured wild deer in her back garden. For Aoife though, this is no ordinary deer, and she quickly makes it her mission to help her new friend get back to its feet--and beyond. 

Directed by Ben Liam Jones via Antidote Films, with visual effects from Windmill Lane, "Share the Magic" sees our deer nurtured back to health in time to rejoin Santa’s fleet for a special delivery day.

Paul Arthurs, head of art at TBWA\Dublin, said, “We felt the theme of recovery was what we should tackle this year. Addressing and understanding our customers’ journey since last Christmas was what we believed would resonate. And an optimistic belief in the future, as a take out, is one that feels magical especially at Christmas.”

Martin Corcoran, copywriter at TBWA\Dublin, added, “They say you should never work with children or animals but we were lucky enough to find the perfect duo for our story. Nine-year-old Penny Lynch just blew us away, both in her audition and on set. And a special mention also for our best supporting deer, Deermuid, who was an absolute pro throughout!”


Client SuperValu Agency TBWA\Dublin Des Creedon, executive creative director; Paul Arthurs, head of art; Martin Corcoran, copywriter; Aleesha Tully, strategic director; Shane Mulrennan, producer; Onagh Carolan, supervising producer; Andrew Murray, director of social & content; Amy Tumelty, social media & content manager; Rupert Morris, social content director/editor; Mark Murray, motion graphics. Production Antidote Films Ben Liam Jones, director; Andrew Freedman, producer; Nick Morris, DP. VFX Windmill Lane John Kennedy, VFX supervisor; Graham Gallagher, animation director; John O’Connor, Caleb Long, editors. Music Denis Kilty, composer.

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