Brief Explanation

In a market saturated with Christmas advertising, in a traditionally slow sales period, our challenge was to reposition Foxtel as the perfect family gift. Everyone can relate to the idea of giving selfishly; giving someone a gift you know you have just as much to gain from as the recipient. When you give your family Foxtel, you have just as much to gain as they do. Because while you’re extoling the virtues of shark documentaries to your husband, or telling your kids they can watch Disney all day - secretly you’re thinking about all the Real Housewives you can watch. In a time of giving, the idea that we’re all a little bit self-motivated and consequently have permission to give our families what we’ve always wanted significantly resonated with the Australian public. It was the most successful Christmas campaign for Foxtel on record.