23.11.2023
The new Erste Group Christmas ad is here – and it's surprisingly different!
- The world’s most famous reindeer shows that #believeinyourself is part of the Christmas spirit
- Over 260 million views and 28 awards for Erste’s five previous Christmas adverts
- Jung von Matt DONAU / Studio Sonntag had the creative responsibility for the new advert, in cooperation with Zauberberg Berlin
Not a single snowflake, but plenty of sand – this year's Erste Group Christmas advert, which was released on November 22, is surprisingly different. The spot’s main protagonist is one of the world’s most-loved Christmas figures, Rudolph the Red-Nosed Reindeer. But in Erste Group’s newest advert, he has left the North Pole and all his Christmas duties behind to pursue something entirely new: rodeo riding. By doing so, Rudolph shows that he believes in himself and is willing to defy expectations to realize his dreams.
Watch the new #believeinchristmas advert on the Erste Group website, as well as in various social media channels, including Facebook, and YouTube.
“Dare to make your dreams come true – no matter how big those dreams might seem at first glance! Our newest Christmas advert drives home that #believeinyourself message in a way that is both surprising and joyful. In an unexpected way, it brings forth a new emotion and it conveys a message: you are what you want to be!” says Nina Pentek, Head of Group Brand Management & Communications at Erste Group.
Western vibes
Shot in a style typical for a Western, the 64-second-long online advert launches viewers into a rodeo tournament being held in a familiar Texan setting. The rodeo fans are eagerly awaiting the appearance of a wild creature that can barely be held back by the stall’s boards. The rodeo begins -- but instead of a horse, it’s Rudolph who leaps out onto the sandy field, accompanied by a specially composed country version of the song that bears his name. In what is surely the rodeo ride of his life, Rudolf ultimately throws the rider off his back and proudly basks in the applause in the arena – supported by the clear message: You are what you want to be #believeinyourself
“Dare to make your dreams come true – no matter how big those dreams might seem at first glance! Our newest Christmas advert drives home that #believeinyourself message in a way that is both surprising and joyful. In an unexpected way, it brings forth a new emotion and it conveys a message: you are what you want to be!” says Nina Pentek, Head of Group Brand Management & Communications at Erste Group.
Western vibes
Shot in a style typical for a Western, the 64-second-long online advert launches viewers into a rodeo tournament being held in a familiar Texan setting. The rodeo fans are eagerly awaiting the appearance of a wild creature that can barely be held back by the stall’s boards. The rodeo begins -- but instead of a horse, it’s Rudolph who leaps out onto the sandy field, accompanied by a specially composed country version of the song that bears his name. In what is surely the rodeo ride of his life, Rudolf ultimately throws the rider off his back and proudly basks in the applause in the arena – supported by the clear message: You are what you want to be #believeinyourself
A new chapter in a long-running Christmas success story
After Hedgehog Henry (2018), Bumblebee Hanna (2019), Composer sixth (2020) and Father-to-be Jakub (2021), #believeinchristmas (2022), Rodeo Rudolph is the sixth international Christmas advert that Erste Group has created. The benchmark for the 2023 advert is high, because the previous five Christmas films have collectively been viewed more than 260,000,000 times and been recognized by over 28 advertising industry awards.
Pursuing a new path with proven partners
As with the previous Erste Group Christmas adverts, Jung von Matt DONAU is once again responsible for the creative execution, this time in collaboration with Studio Sonntag. "This year, we consciously chose to depart from the well-trodden paths of the Christmas advertising formula, sometimes referred to as ‘Sadvertising’ and took a new path, just like Rudolph in our ad. Because who said that a Christmas ad can't also make you laugh?" says Mike Nagy, Creative Director of Studio Sonntag.
The directing duo Dorian and Daniel from Zauberberg have once again taken on the production of this year's ad, together with the VFX artists from The Mill.
The global community of Erste Group Christmas advert fans -- except for those in North America, who will not be able to access Rodeo Rudolph -- be able to access Rodeo Rudolph -- will be pleased to learn that no animals were harmed in filming the commercial: the reindeer is entirely CG-animated.
Credits
Client: Erste Group Bank AG
Head of Group Brand Management: Nina Pentek
Advisor: Martin Radjaby-Rasset
Group Brand Management: Daniel Ratzenböck, Juraj Flimel
Agency: Jung von Matt DONAU / Studio Sonntag
CD: Mike Nagy
Copywriter: Eva Zefferer
Art Director: Christopher Eder
Client Service: Carmen Havranek, Anamarija Stojic
Production: Zauberberg Berlin (Dorian and Daniel)
Postproduction: The Mill London
Music & Sound: Supreme Music Berlin & Kraatz Studios