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The Breakdown
GPT Group · For the Love of Christmas
GPT's Christmas ad is about the mess, not the perfect family photo
Instead of showing a flawless Christmas, shopping centre owner GPT built its holiday campaign entirely around the things that go wrong: forgotten presents, kitchen disasters, kids who won't sit still for Santa.
4 min readOur analysis and study notes, not news reporting
The TL;DR (too long; didn't read)
- The GPT Group, which owns a national portfolio of shopping centres, launched 'For the Love of Christmas' via agency Fabric (part of TBWA\Australia), produced by Sam I Am and directed by Charlie Grant.
- Rather than a picture-perfect Christmas, the campaign is a series of short, light-hearted skits turning common festive mishaps into moments worth celebrating; Fabric's Keenan Motto says the mess is 'part of what makes it memorable'.
- The campaign launches across GPT's 16 shopping centres, inviting shoppers to visit their local centre, with no performance figures reported yet.
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Relatable chaos over aspirational perfection
Most Christmas advertising shows an idealised version of the day; building the entire campaign around what goes wrong instead gives GPT something to say that feels truer to most people's actual experience.
Turning each mishap into its own short skit with a punchline makes the imperfection the joke, rather than something to be embarrassed about.
Read the original reporting
- GPT embraces the glorious chaos of Christmas in 'For the Love of Christmas' campaign via Fabric ↗
Campaign Brief · 30 Oct 2026