Imagine a Christmas ad that ditches the twinkling lights and jolly Santas for something truly unexpected—a heartfelt tale of friendship between a young girl and a ghost. Telstra's latest campaign flips the script on holiday clichés, proving that the spirit of the season can thrive in the most surprising places. Intrigued? Let's dive into how this Australian telecommunications giant is redefining connection and togetherness in their 2025 'Together is for Christmas' spot. And here's where it gets intriguing: can an animated ghost story really capture the essence of the holidays without relying on all the usual festive tropes? Stick around, because we're about to explore that and more.
This fresh animated adventure was crafted by the creative minds at Bear Meets Eagle On Fire and +61, with direction from Steve Rogers of Revolver—marking his exciting debut in the world of animation. To bring the visuals to life, they teamed up with the acclaimed animation experts at Mathematic Studio. The story centers on an unlikely bond between two mismatched souls—a girl and a spectral figure—who discover each other at a pivotal moment, embodying the 'Together is for Christmas' theme. It's a narrative that emphasizes genuine holiday warmth, steering clear of overused elements like reindeer or snowmen. For beginners in marketing, think of it as a reminder that powerful storytelling doesn't need to follow a formula; it's about authenticity and emotional resonance.
In an interview with LBB, Micah Walker, Chief Creative Officer at Bear Meets Eagle On Fire, shared the team's motivation behind this approach. He described it as a tale of 'ill-fitting souls who find each other when it matters most,' infused with 'genuine Christmas spirit' but free from 'crutches.' 'We aimed to craft a unique narrative about unity and bonds without repeating the same old stories,' Micah explained. 'We're constantly on the hunt for tales that embody true holiday cheer without depending on the predictable clichés. It was fascinating to experiment with characters that aren't inherently festive.' But here's the part most people miss: this choice challenges our assumptions about what makes a Christmas ad feel right. Is a ghost story 'Christmassy' enough, or does it just feel gimmicky? We might question if steering away from traditions risks alienating audiences who crave the familiarity of holiday norms.
The spot builds on Telstra's established brand positioning, which has already earned accolades like Effie and Cannes wins under the 'Together is for Christmas' banner. Micah believes these efforts highlight the core of the season: connecting with 'your people.' 'They share a theme of linkage, and both draw from the same underlying idea,' he added. 'Plus, they're distinctly Australian in a subtle way, evoking familiarity and nostalgia without being overt or stereotypical.' A huge shoutout goes to Steve, the Revolver team, and Mathematic for their dedication in creating this stunning film.
Alita McMenamin, Telstra's Head of Brand Communications, echoed that the ad's essence is all about connection. 'It's the kind that bridges distances, differences, and even longstanding customs,' she noted. 'It's about locating your tribe, no matter who or where they are, and reveling in the happiness of shared moments.' As a fan of '90s music, Alita also pointed out how the soundtrack complements the narrative beautifully.
Speaking of the music, the track 'Tonight, Tonight' by the Smashing Pumpkins isn't just a nod to retro tunes—it's a deliberate choice that balances familiarity with surprise. Micah revealed that the team tested numerous songs, more than on any previous project. 'Several options appealed to us, but this one perfectly marries youthful angst with nostalgic undertones,' he said. 'It also aligns structurally with the story's progression, which many other tracks couldn't achieve.' This pairing adds an extra layer of depth, appealing to nostalgia while keeping things fresh.
Hanne Haugen, Business Lead at Bear Meets Eagle On Fire, chimed in with her perspective. 'The theme of connection feels particularly resonant during the holidays, and it's central to Telstra's seasonal identity. It was an honor to collaborate with such gifted professionals to make this vision a reality.'
For Steve Rogers, this project represents his first animated venture, coming on the heels of his recognition as Individual Director of the Year at the AWARD Awards earlier this year. That same event also honored Telstra and Brent Smart as Marketing Team and CMO of the Year. Micah highlighted the limitless possibilities of animation. 'Steve was determined to blend his passion for cinematic elements like lighting and realism with the animated medium. We had numerous back-and-forths, integrating his film crew—such as set designers and cinematographers—with Mathematic's animators to create something distinctive.' This synergy ensured the final product felt innovative and tailored to the story.
The campaign extends beyond the screen, transforming Telstra's retail spaces into immersive experiences with creative in-store activations, customer giveaways, and exclusive items like Christmas ornaments, cookie molds, and collectible pins. This multi-channel approach brings the brand's vision to life in tangible ways.
This animated tale continues Telstra's trend of diverse, imaginative advertising. It follows in the footsteps of their Cannes Film Craft Grand Prix-winning 'Better on a Better Mobile Network' from last year, as well as more recent stop-motion efforts like 'Together Builds Better' for their Enterprise division. Earlier this year saw the launch of the sci-fi 'Scammageddon' with Steve Buscemi, directed by Randy Krallman, and in October, Telstra unveiled their in-house agency Roam, complete with an animated mascot named Roamy.
Now, let's pause for a moment of reflection: Telstra's decision to feature a ghost in a Christmas ad is bound to spark debate. Some might argue it's a bold, inclusive way to show that connection transcends the ordinary, celebrating friendships that defy expectations. Others could see it as a controversial departure from tradition, questioning if it dilutes the holiday magic. What do you think—does this unconventional approach enrich the festive season, or does it risk overshadowing the warmth we associate with Christmas? Is there such a thing as 'too weird' for holiday marketing? Share your thoughts in the comments below; we'd love to hear if you agree, disagree, or have your own take on modern advertising's evolution!
