In its new holiday campaign, Publix turns the spotlight on people born on December 25, those whose birthdays are routinely overshadowed by Christmas itself. The two-minute film (along with shorter edits), created by agency Fig, centers on the message that festive traditions shouldn’t outshine someone’s personal milestone.
The story centers on a girl, with the voiceover done by Darcy Masters, whose Christmas Day birthday has always been swallowed up by ornaments, stockings and the general holiday rush. This year, she appeals directly to Santa, hoping he’ll finally notice and help reclaim her special day. The message underscores how even small acts can gently loosen the holiday’s tight hold on the calendar.
Shot with a warm, cinematic sensibility by Seb Edwards of Park Pictures – and featuring an especially charming voiceover from the young protagonist – the spot will debut in a 90-second cut during the Macy’s Thanksgiving Day Parade. Additional edits will run throughout December in cinemas, on TV, and across digital platforms.
The campaign moves off-screen as well, introducing two limited-edition “Merry Birthday” cakes inspired by the film. Publix will offer a special-order two-tier cake, while a single-tier version will be available in stores and online. To round out the idea, the brand is also rolling out coordinating greeting cards via 363green.com for anyone who wants to fully embrace the theme.
Club Publix members are included in the celebration, too: the company will offer everyone marking a birthday, and that includes more than 23,000 people born on Christmas, a free dessert or ice cream. The treat can be redeemed at checkout using the member’s phone number, provided they joined at least 10 days before their birthday.
To cap off the initiative, Publix will also surprise families across its operating area who have babies born on Christmas Day with Merry Birthday cakes, including new parents at Lakeland Regional Hospital in the brand’s hometown of Lakeland, Florida.
