Ad of the Day | Erste Group's new Advert Captures the Spirit of this Year's Holidays

Nov. 28, 2022

• The spot #believeinchristmas stresses togetherness as the best response to those who would steal Christmas joy
• Over 225 million views and 25 awards for Erste’s four previous Christmas adverts
• Jung von Matt DONAU had the creative responsibility for the new advert, in cooperation with the film production firm Zauberberg

Erste Group has just launched its animated Christmas advert for 2022: #believeinchristmas. Continuing the success of Erste’s previous Christmas adverts such as "Henry Hedgehog", the newest animation addresses a challenge facing all of us this year, the energy crisis. The spot’s clear message: Togetherness ensures that no one and nothing can take the joy of Christmas away from us! With over 225 million views, Erste Group’s Christmas adverts have made the Vienna-based banking group one of the world’s most successful brands when it comes to creating such holiday offerings.

Mario Stadler, Head of Group Brand Management & Communications at Erste Group explained:

"This year’s advert addresses all of us and the many challenges we are facing as a society right now. In times of need, strong communities are the ones in which people help each other out. That's what we want to show in #believeinchristmas. Coming closer together -- that's what Christmas is really about."

 

Christmas is more special than ever this year

The village at the center of this Erste Group’s new Christmas advert is in the midst of preparing for the holidays when a mysterious figure takes it upon himself to ruin Christmas for everyone. Sneaking through the village, the mean-spirited character cuts power boxes and sabotages the gas tanks of cars. By doing so, he confronts the innocent villagers with a problem all of us know all too well this year: an energy crisis. But instead of letting this miserly figure spoil the festivities, the villagers decide that no one will keep them from celebrating Christmas. Thicker scarves and sleds can lift spirits even when oil and electricity are scarce. This is not a Christmas like every year – but #believeinchristmas makes clear that like every year, Christmas is always a celebration of togetherness and love.

Erste Group’s long-running Christmas success story

After Hedgehog Henry (2018), Bumblebee Hanna (2019), Composer Edgar (2020) and Father-to-be Jakub (2021), #believeinchristmas is the fifth international Christmas advert that Erste Group has created, working together with the agency Jung von Matt DONAU for each of them. The benchmark for the newest advert is high, because the previous Christmas films have collectively been viewed more than 225,000,000 times and recognized by over 25 advertising industry awards.

Realized with proven partners

Once again, Jung von Matt DONAU is responsible for the creative implementation of Erste Group’s Christmas advert.

Creative Director and Managing Partner Werner Singer points out:

"In this year’s advert, the holidays aren’t marked by candles gently burning on a Christmas tree or about the comfort of a steaming heater. Yes, the energy crisis has hit us all in #believeinchristmas. But the advert reminds us of what the real focus of this Christmas must be: a celebration of love. ‘Believe in Christmas’ is a more important message than ever."

 

Dorian and Daniel from Zauberberg took on the production of this year's spot, along with the cosmic animation company Able&Baker.