Oxfam is launching a new Christmas TV advert ‘The List’, inviting people to think differently about what they give and what they wish for this festive season.Through a young boy’s Christmas wish list, the film celebrates the power of giving differently to bring people together in a spirit of community, kindness and care. Oxfam is encouraging audiences to consider how their giving can make a difference, both close to home and around the world.
With nearly half the world’s population still living in poverty, the campaign invites people to support Oxfam’s mission to fight global poverty and tackle the inequalities that cause it – a mission that has never felt more urgent.
Launching nationwide on Monday 9th November across TV and paid digital channels, the advert forms part of Oxfam’s wider campaign inviting people to create an alternative Christmas list.
Filmed on a housing estate in South London and produced by creative agency Happy Hour, the 90-second advert follows nine-year-old Neel as he writes a Christmas list in his room. From the block of flats’ balcony, he gently releases his balloon of wishes. When his list is discovered the following morning, a community comes together to bring it to life.
Neighbours are seen sewing, mending and shopping second hand to find and make the gifts on Neel’s list, just in time for Christmas. On Christmas Day, the gifts arrive at Neel’s door. Only when he takes them next door to a young mum and her daughter does it become clear: his Christmas wishes were for them all along.
The advert ends with a question to the nation: “If a gift could change the world, what would be on your list?”
Oxfam Tooting and the Sewing and Sanctuary group, which meets above the shop once a week, also feature in the film. Members of the group knitted a scarf and made a patchwork blanket – two of the gifts on Neel’s list.
Alongside the film, audiences can sign up to a digital alternative Christmas list of meaningful gifts to help fight poverty and inequality. Led by digital agency Wholegrain, the digital experience enables people to choose what they would like to receive and share their wishes with friends and family, putting the campaign’s message of meaningful giving into action.
Alya Al-Khatib, Head of Brand and Creative at Oxfam, said: “Neel’s list starts with a simple thought: what might someone else wish for this Christmas? His story celebrates the community, kindness and care that can make this time of year meaningful.
“We want to encourage people to carry that spirit into their own giving. There is more than one way to make a difference – whether that’s choosing a second-hand gift, making a donation or giving your time. Together, we can turn Christmas generosity into support for a fairer world, helping fight poverty and tackle the inequalities that cause it.”
Options on the digital alternative Christmas list include a donation towards a fairer world, an Oxfam Unwrapped charity gift, something special from Oxfam’s ethical range, a pre-loved book, second-hand fashion and pre-loved music. People who sign up can choose what they would like to receive and share their wishes with friends and family.
Isobel Jarvis, account director at Happy Hour, said: “The reveal changes how we understand everything we’ve just watched. What looks like a boy’s wish list for himself becomes a story about noticing others and bringing people together. We wanted that moment to prompt viewers to think about their own giving, connecting the warmth of a Christmas story with Oxfam’s invitation to help create a fairer world.”
Matt Cooper, head of creative at Happy Hour, said: “The easy version of this film would’ve ended with Neel opening his presents, thanks to a community coming together. But what really moved us was what he chose to do with the gifts. To recognise that others needed them more. Passing it on – that’s what the world needs more of.”
Chris Lewis, managing director at Wholegrain, said: “’Neel’s story sums up perfectly what we know to be true – people are capable of incredible things when they feel seen, heard and connected to those around them.
Creating the right spaces to impact a fairer world is at the heart of not only the work we do in the digital space but also this campaign from Oxfam.”
Make your Christmas wishes meaningful.
Sign up to Oxfam’s ‘The List’ at www.oxfam.org.uk/thelist choose what you’d love to receive and share your list with family and friends to help build a fairer world.
