Yankee Candle, world-famous American candle manufacturer, invites us all to ‘Make it more Magical’ this year, with the launch of its 2024 Christmas campaign. Managed by Houston, following a competitive pitch in July 2024, the multichannel campaign sees the brand flexing its creativity in the first ATL campaign since 2017.
Originating in 1969, the brand began its story on a cold December night in Massachusetts when a 16-year-old boy found himself without the means to buy his mother a Christmas present and, so, created a candle using household wax, a red crayon, string and a milk carton. That boy, Mike Kittredge, went on to become the founder of Yankee Candle and, ever since, the brand has centred itself on these gift-sharing moments between loved ones that we commit to memory.
Created by Houston, the campaign aims to underline and celebrate these moments at Christmas – whether it’s a large family affair, a small gathering with friends or embracing a new culture. Launching today, ‘Make it more Magical’ is a 360 campaign across TV, print, OOH, experiential, PR, social and digital, that reminds us the true magic of Christmas is in the moments we share.
The TV ad, created by Modern Citizens, brings to life the inimitable smell of Christmas that transports us to a magical place. Playing on the nostalgic pull of fragrance, we see a nurse step off a bus on Christmas Eve and, picking up the smell of something familiar, she is lifted off her feet and carried home – as if by magic.
The film, directed by Christian Bevilacqua, follows her elegant, enchanting and, at times, mischievous flight home, ascending from a festive high street, across the chimney tops and eventually touching down in quiet suburbia – home. Upon her return, we see her family engaged in the familiar bustle of Christmas Eve food prep, and, atop the counter, we see the source of the smell that has carried her home; the ambient glow of the Yankee Candle Christmas Eve candle. That, and the magical pull of moments shared with loved ones at Christmas.
The TVC will be seen across linear TV until early December.
Jonathan Bird, chief commercial officer at Houston, says: “It is with great excitement that we launch Yankee Candle’s first TV ad for seven years. With a brief that united multiple agencies within the Candid platform, our campaign came together across multiple touchpoints to deepen the consumer’s emotional connection to the brand”.
Ben Middleton, chief growth officer at Modern Citizens, continues: “It’s not every day you get the opportunity to make a massive Christmas campaign with the world’s biggest candle brand, but
when this brief came floating through the door we couldn’t have been more excited to get things off the ground!”
Jo Evans, senior marketing manager at Yankee Candle, adds: “We were taken on a magical journey with this campaign and are excited for what lies ahead for Yankee Candle. This is just the beginning.”
This campaign has been supported by Attinger Jack for broadcast and paid press, and Kinetic on digital Out-of-Home sites across the UK. Reporting was conducted by Brand Potential. PR for Yankee Candle is handled by Houston.
Credits list
HOUSTON
Jess Lovell – Director
Hannah England – Account Director
Sam Harris – Account Director
Shannon Fiddis – Senior Account Executive
Hannah Bradley – Account Executive
MODERN CITIZENS
Ben Middleton – CCO
Steve Favell – Associate Creative Director
Pumie Msengana – Managing Partner
Alice Mercer – Senior Account Manager
Kristie Girvan – Head of Production
Chloe Shaw – Integrated Producer
Niko Browne- Integrated Producer
ATTINGER JACK
Eva Angel – Head of TV
Jack Gillett – Media Manager
PRODUCTION
Prod Co – Milk Machine
Director – Christian Bevilacqua
Producer – Harry Moore
Production Manager – Sophia Ogilvie
DoP – Ian Murray
Gaffer – Josh Maclaran
1st AD – Sean Cotter
Production Designer – Jade Mortimer
Costume Designer – Tottie O’Clee
Casting – Belinda Norcliffe
Editor – Matt Gabzdyl @ Final Cut
Sound – Alex Bingham @ Machine Sound
Retouch/Press/Digital/D/OOH – Stanley’s Post
