A Genie Grants Christmas Wishes in Pick n Pay Groceries Spot Starring Mango Groove
Directed by Pete Pohorsky and featuring South African legends Mango Groove, Pick n Pay has launched its 2025 festive campaign. The film is a proudly South African Christmas story dreamt up by Halo and brought to life by the acclaimed Plank Films director, known for his sharp comic instinct and warm, human-centred storytelling.
This year’s festive ad gives the classic 'genie in a lamp' story a distinctly South African Christmas twist. It’s filled with heartfelt family moments, humour, music and the joy of sharing great food. The spot opens on an elderly couple strolling along a sunny December beach. When the matriarch discovers an enamel kettle washed up on the shore, she rubs it clean of sand and accidentally summons the Christmas Genie, a wonderful character whose powers only work in December. From there, the Genie grants her three wishes, each one more charming and entertaining than the last.
A South African Classic Reimagined
For her first wish, she asks for the iconic Mango Groove to follow her around all December playing Christmas music. In a flash of magic, the band appears, fronted by Claire Johnston, and launches into their timeless hit 'Special Star.' Just like that, a new Christmas classic is born.
Families Reunited Across Continents
Her second wish is to bring her entire family, scattered all over the world, home for Christmas. In an instant, everyone appears around her, from a businessman still working in his office attire to expats arriving with freshly poured Guinness in hand. The moment is lively, messy and joyful, capturing the heart of the festive season: being together.
A Feast with a Twist
Her final wish is for a big, love-filled Christmas feast. Instead of conjuring a ready-made meal, the Genie playfully transports the entire family to a festive Pick n Pay, where they can choose all the ingredients for the perfect celebration themselves. Cooking the Christmas meal is half the fun and the Genie knows the importance of letting the family choose and cook their feast. The film wraps with Pick n Pay’s festive message: 'The More The Merrier.'
A Celebration of South African Festive Spirit
This campaign is full of nostalgia, humour and all the sensory markers of a South African Summer Christmas. Through its playful story and heartfelt performances, it reflects the true magic of the season: gathering with loved ones, sharing good food and creating moments that last. Pick n Pay sets the table for all of it with its wide range of festive ingredients and treats.
Dean Oelscheg, managing partner, Halo said, “As our first campaign for Pick n Pay during such a competitive festive period, we knew how important this is. One of our goals for the brand is to bring pleasure back to retail and make it fun again. Hopefully, this starts that trend and does well for the brand."
Coenie Grebe, ECD, Halo said, "Honestly, this one was such a joy to make. Working with the iconic Mango Groove was a massive privilege, and on a personal level, meeting and collaborating with them was a real dream come true. And then getting to pair that with our first official TVC for the equally iconic Pick n Pay? Just incredible."
