Amsterdam, December 6, 2024 – This year marks the 40th anniversary of Last Christmas, Wham!’s globally recognized holiday anthem. To commemorate this milestone, Albert Heijn, the Netherlands’ biggestsupermarket chain, partnered with creative agency TBWA\NEBOKO to reimagine iconic scenes from the music video in its 2024 Christmas campaign.
The advert recreates memorable moments from the original video, including the famous dinner table scene that embodies themes of warmth and connection. Adding to the authenticity, Andrew Ridgeley, co-founder of Wham!, makes a cameo appearance, creating a direct link to the song’s enduring legacy.
Reflecting on his participation, Ridgeley says:
“I am so pleased to have been a part of this year’s Albert Heijn Christmas advert. Its affectionate and clever tribute to Last Christmas, achieved by its playful and faithful recreation of the video, is extremely well-produced and a testament to the song’s place in the contemporary Christmas landscape.”
The campaign posed a unique creative challenge: honoring the nostalgia tied to Last Christmas while adapting it for a modern audience. According to Darre van Dijk, Chief Creative Officer at TBWA\NEBOKO, the goal was to create something emotionally resonant while staying true to the spirit of the original.
“It’s nostalgia with a touch of magic. In our Whamster! film, the little hamster drifts off into a dream while watching and listening to Wham’s Last Christmas. And we, as viewers, are taken on a true trip down memory lane. With one difference: the Wham cast has been replaced by our own cast, starring Harry the hamster in the lead role. And as the cherry on top, a fantastic cameo by none other than Andrew Ridgeley himself.” van Dijk noted, highlighting the importance of blending cultural homage with Albert Heijn’s familiar brand identity.
To connect with local audiences, the commercial integrates elements from Albert Heijn’s established campaigns, including Ilse, the supermarket’s well-known manager character, and appearances by its Hamster mascot. These familiar elements tie the campaign back to the brand’s ongoing narrative while complementing the broader tribute to Wham!’s classic.
Johan van der Zanden, Chief Marketing Officer at Albert Heijn:
“For Albert Heijn, it was a fantastic opportunity to collaborate with the representatives of Wham! and pay tribute to this timeless Christmas classic.
Last Christmas is a song that resonates with so many people across generations, bringing everyone together during the festive season. It perfectly complements the nostalgic and warm atmosphere we want to create with this campaign, where togetherness, tradition, and enjoying delicious food are at the heart of it all. The Hamster, an iconic brand character Albert Heijn uses throughout the year in promotional campaigns alongside with Albert Heijn supermarket manager Ilse and her family, plays a central role in this cheerful commercial.
With this advert, we aim to inspire our customers to make Christmas a truly special occasion, shared with family and friends.”
The campaign debuted with a teaser on social media two days before the full commercial’s release. The teaser featured Ilse humming the tune of Last Christmas alongside Ridgeley, who humorously comments that it’s his favorite song. This playful interaction generated curiosity and anticipation, setting the stage for the full launch.
The reimagining of Last Christmas explores the enduring influence of music and its ability to evoke shared memories and traditions. By aligning with this cultural milestone, the advert reflects how nostalgia can resonate in contemporary advertising, demonstrating how brands can connect with audiences through universal themes.
The full commercial will air throughout December on television and digital platforms.
