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Oxfam’s Christmas Film Asks You to Write a Different List
Oxfam’s The List follows nine-year-old Neel as neighbours make his gifts second-hand. How a charity turns a Christmas film into a clear action.
Oxfam’s Christmas film starts with a child’s wish list and ends with a request to write your own. “The List” launched on 9 November, and it asks viewers to think about second-hand and charity gifts.
What happened
According to Ad Ranking’s 2026 Christmas ads tracker, the film was made by Happy Hour and directed by Nick Ball. It follows Neel, a nine-year-old, who sends his list off on a balloon; his neighbours make the gifts second-hand.
The campaign invites viewers to write an alternative Christmas list, of donations, charity gifts and pre-loved buys. Ad Ranking’s view is that it lands as generous rather than guilt-tripping.
Why it matters
Charity advertising has a tone problem at Christmas: it has to ask without lecturing. Oxfam’s film shows the behaviour it wants instead of describing it, and puts a child at the centre. The call to action is something viewers can do at home, with a pen.
That is what makes the idea clear. The ask is the same as the story: make a different list.
What it means for your brand
- Show the behaviour you want. A story that models the action does more than a request. Our guide to brand story examples shows how.
- Give people something to do. A list, a pledge or a pack is easier to act on than “get involved”. Build it into your campaign.
- Keep the tone generous. Know your voice before you ask. Our brand tone of voice guide helps you set it.
Cover photo by Lore Schodts on Unsplash.
