Mitre 10 introduces ‘Stanta’ in new festive Christmas campaign via Augusto


Mitre 10 has launched its Christmas 2021 TV campaign via Augusto and it’s a real family affair, with ‘Stanta’ and his little helpers bringing a bit of humour to the festive season.


Changing alert levels and travel restrictions forced both the Mitre 10 marketing team and agency partners to embrace a fluid and flexible production approach, finding a new way to film and edit. With a crew gathered from across the North Island, the campaign was shot remotely in Gisborne, home of Mitre 10’s building consultant Stan Scott – actually in Stan’s own workshop.

While having client, editors, and crew all in separate geographical locations created challenges, filming in Scott’s workshop meant extra talent wasn’t needed – there’s certainly no shortage of talent in the Scott household. Dear Stanta was ably (and entertainingly) supported by daughters Rio and Vienna (aka Ducky) and directed by his wife, Natalie.

Says Jules Lloyd-Jones, chief marketing officer: “The campaign as it’s landed wasn’t Plan A but having to pivot on a dime turned out to be an advantage. We had to get creative with the concept, the shoot, and the edit, and the result is a heart-warming moment with a dose of the wry humour Mitre 10 is known for.

“While this year has been universally challenging, regardless of where you live, there was no way we were going to miss celebrating Christmas with our customers.”

Client: Mitre 10 New Zealand
Production: Augusto
Director: Natalie Scott
Talent: Stan, Rio and Vienna Scott
Media: FCB