• by Sarah Mahoney , 7 hours ago

Like many retailers, Publix does a new holiday brand spot every season. This year, it decided to skip a generic holiday message for something more specific: “Merry Birthday” celebrates those born on Dec. 25, long accustomed to having their birthdays overlooked.

The ad, created by Fig, follows 8-year-old Izzy and includes flashbacks of all the times her birthday went unnoticed. “I know I'm supposed to love Christmas,” she writes in a letter to Santa. “I'd just love an actual birthday for once.”

The magic happens overnight, with help from Publix, which reimagines the family’s Christmas décor as birthday decorations — including balloons, a cake and a family that’s finally paying attention.

A 90-second version of the ad ran during the Macy’s Thanksgiving Day Parade. A 60-second spot is running on TV throughout the holidays, with a two-minute cut airing in cinemas.

“Publix has a long history of bringing joy to shoppers through our holiday ads, and this year we wanted to build on that history while challenging ourselves to further deepen our storytelling,” says Mark Nielsen, Publix’ director of creative, in an email to Marketing Daily. “During such a busy season, we know our customers’ attention is a gift, so we focused on developing creative with a strong narrative arc, a relatable character, and a meaningful emotional payoff.”

Nielsen says the spot fits neatly into the grocery chain’s new brand platform, which highlights ways Publix can make everyday life a bit more special. “Our goal was to tell a Christmas story that stays with people — one that reflects the warmth, care, and small moments that make the holidays meaningful.”

Publix, based in Lakeland, Florida, is the largest employee-owned company in the U.S., with more than 1,400 stores in eight Southern states.