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Toshiba

2020 Christmas campaign

The ad depicts the moment which happens across UK homes: Christmas dinner is done, the telly gets switched on, and one-by-one everyone slowly but surely drifts off to sleep in front of a Christmas film. It’s a simple, warm message about how Toshiba is glad their (and all) TVs can play their part in people’s Christmases.


Working with Figment Films director Robin Goode, the ad was produced entirely remotely in South Africa whilst the team here were locked down in the UK. Alongside the 30-second commercial, we launched a social media campaign which gave five lucky families the chance to win their own Toshiba TV (to fall asleep in front of, of course).

We felt it was important to not ‘sell’ at this time of year; or be a brand with another ‘what a tough year it’s been’ message. We wanted to bring a bit of Christmas familiarity to people’s screens. And, of course, bring to life the role the humble TV fulfils in our Christmas Day. We really hope it leaves our audience with that cosy, nostalgic Christmas feeling which traditions bring

Jessica Arnould, Toshiba UK’s Head of Marketing