Big W embraces the beautiful chaos of parenting in new campaign

Australia – Department store chain Big W is shaking up family advertising with a bold new campaign celebrating the chaos, meltdowns and small wins of everyday parenting. It portrays Australian mothers’ real lives – from holiday boredom and bedtime battles to working-from-home juggling acts.

‘We wanted to move away from the polished version of family life you often see in advertising, and instead show the truth – the chaos, the laughter, the meltdowns and the everyday magic that mums orchestrate,’ says Big W head of marketing Sabrina Douglas.

As we are increasingly exposed to flawless, AI-generated aesthetics, human-made content is gaining value – a key theme underlined in our Human by Design report.

The advertisement, fronted by the line ‘How good’s that?’, positions Big W as the go-to for products that make family life easier, spotlighting durable school supplies, time-saving kitchen gear and Lego toys that buy parents a well-earned breather.

Running across tv, social media, OOH, radio and in-store, the national roll-out delivers a raw but relatable view of parenting.