Hell hath no fury like a Christmas gift gone wrong: Eight director Jamie Lawrence shoots new TVC for Smiths City via BrandAid


A Whiteware Christmas is a thoroughly watchable new 90 second spot for Smiths City, from Dunedin’s BrandAid. The film evolves beautifully with a slow-paced narrative deftly teased out by Eight director Jamie Lawrence.


Says Lawrence: “I love that this is the opposite of a hyperactive Xmas campaign. I love how it subverts the narrative of buying the perfect Xmas gift. I love that we’re telling a patient, modern fairy-tale; a happy-ever-after with a twist. At its heart this is a cautionary tale. A funny take on the dos and don’ts of buying, versus gifting, Smiths City whiteware at Xmas.”

For Smiths City, the film follows a rebrand, and opening of a new flagship store in Christchurch.

Says Scott Dawson, COO, Smiths City: “The sale of Smiths in May heralded a new chapter in our 100 year history of supporting heartland New Zealand. At Smiths, our focus remains on working within our local communities to build on the company’s strong, trusted brand and position at the heart of New Zealand retailing. We couldn’t be more proud of this work and the heartwarming response it’s receiving.”

For production enquiries contact Claire Kelly at ck@eight.com.au or Lib Kelly at lib@eight.com.au

Client: Smiths City
Scott Dawson, Tony Allison, David Boyle

Agency: BrandAid
Creative Directors: Luke Johnston, Steve McCabe, Kim Fraser
Agency Producer: Jane Oak

Media Partner: Matt O’Sullivan – Open

Production Company: Eight
Director: Jamie Lawrence
Producer: Claire Kelly
Executive Producer: Katie Millington
DOP: John Toon
Editor: Alex O’Shaughnessy
Post House: Toybox