Suchard has released its Christmas advertisement for this year with an aesthetic and technical commitment full of intention, recovering the stop motion as a way to celebrate what is artisanal, what is authentic and what is made with time and dedication. Under the motto “It’s all Christmases”, the advertisement becomes a tribute to the diversity of ways to celebrate these holidays, without giving up the emotion that unites them all.
“We cut, painted, sewed and modeled each piece so that the result had texture and warmth”
The campaign, designed by Ogilvy and produced by Hogarth, has relied on local talent to shape the piece. The artistic direction has been in the hands of the Device studio, belonging to the production company BOL (Barcelona), while the frame-by-frame animation has been developed by Pangur Animation, based in Valencia. In the words of its Animation Director, Vicente Mallols, every detail has been treated with artisanal precision: “We cut, painted, sewed and modeled each piece so that the result had that unique texture and warmth of stop motion.”
The spot portrays different ways of experiencing the holidays in contemporary Spain: from a traditional dinner at home to an improvised celebration at an airport. As a common thread, the voice of Mafalda Cardenal, an emerging artist very popular among Generation Z, who debuts as an actress and reinterprets the brand’s original jingle, updating it without losing its emotional tone.
For Suchard, this production marks a significant turn after two years of investing in more modern digital animation techniques. In 2024, for example, it presented “Martin, a Christmas Story”, an advertisement worked together with the Passion Pictures studio that proposed a narrative similar to that of the movie “Wall-E” and put the brand’s discourse in the hands of a robot that worked on Mars, remembering the importance of the connections established during the holidays.
Recover the stop motion is, in this sense, a declaration of principles, since Christmas, like chocolate, “it requires time, care and dedication”they express from the company. Thus, the campaign highlights not only the product – with special focus this year on chocolates and new ranges such as Minis – but also the way in which it is communicated.
As Cecilia Rosi, Brand Manager at Suchard, points out, “We want to keep the magic alive by recovering a technique that transmits the care, dedication and authenticity that characterize these dates.” An approach that is also shared by Víctor Vázquez, Creative Director at Ogilvy: “We wanted to claim that there are as many ways of understanding Christmas in this country as there are people.”
The result is a spot that mixes cinematic references from the past, such as “The Nightmare Before Christmas” or “Corpse Bride”, with contemporary narrative structures.
