In the shadow of Christmas, there’s a whole population whose birthdays quietly disappear every year. Anyone born on December 25 knows the drill: forgotten candles, merged presents, celebrations swallowed whole by Santa Claus.
Publix has finally decided to give them the moment they deserve with Merry Birthday, a warm and witty campaign that spotlights a little girl who’s had enough of watching her birthday get erased by Christmas traditions.
Created with FIG and directed by Seb Edwards, the film tells the story of Izzy, an 8-year-old dinosaur enthusiast who dreams of having a party that’s truly hers. Through her memories and point of view, the campaign gently champions everyone who never really had “their day,” offering a story that feels both cathartic and quietly revolutionary.
When Your Birthday Becomes a Battle Against Santa
The film opens on a letter to Santa, where Izzy lays out the universal truth of Christmas babies. She remembers the “birthday parties” she never chose: giant inflatable Santas, red-and-white decorations, candles surrounded by tinsel. Every year, the same outcome, her birthday isn’t hers at all.
And as she compares her experience to her friends’ themed parties, the injustice becomes even clearer.
The narration, sometimes humorous, sometimes a little dark, plays with that built-up frustration. We see Izzy growing up inside a holiday aesthetic that overruns her identity. Until one Christmas night, she finally snaps: she deflates a massive inflatable Santa in a scene that feels both hilarious and deeply therapeutic, a soft rebellion against the holiday that stole her spotlight.
The Day Santa Finally Changes the Story
The magic happens just as Izzy gives up hope of ever having a birthday of her own. Her message, tucked inside her letter, doesn’t go unnoticed. Santa takes a break from his route and rushes to Publix. And this is where the brand steps in, quietly but meaningfully: to give kids born on December 25 what they’ve always wanted. A celebration that’s theirs, without compromise.
The next morning, Izzy comes down the stairs. No blended celebrations. No Christmas décor taking center stage. Just a simple, bright, thoughtful birthday setup, her setup, greeted by the opening notes of “Happy Birthday.” Publix keeps its presence subtle; the brand only appears at the very end, giving full space to the emotional payoff.
Beyond the Screen to Support an Invisible Community
Merry Birthday isn’t just a film, it’s a movement to bring visibility to the people whose birthdays are overshadowed every year. Publix taps into a striking insight: 62% of people born on Christmas say their birthdays are fully absorbed by the holiday season. So the brand decided to turn that reality into a cause.
Inside Publix stores, customers can now pick up a “Merry Birthday Cake” available in multiple sizes, either pre-ordered or straight from the shelf. The initiative extends to dedicated cards and gift wrap, and even reaches hospital maternity wards, where Publix is delivering birthday cakes to families welcoming a December 25 baby.
A simple but profoundly thoughtful gesture that helps make that double-holiday day a little more special.
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