Starbucks is taking aim at festive stress in its new Christmas campaign. Developed with Starbucks EMEA and TBWA\London, the ad focuses on bringing calm to moments of festive madness with joyful animation.

Called, ‘Drink In, Breathe Out’, the campaign recognises the stress of preparing for Christmas, and highlights the power of a moment of peace. Keeping in mind the frantic last-minute shopping, seemingly endless to-do lists, and less-than-fun social obligations, the ad positions Starbucks as a place for momentary pause or escape.

The hero film features a man navigating the joyful chaos of the Christmas season, brought to life by a mixture of 3D sets, stop motion, and animated characters.

Through the 30-second spot, the protagonist rushes through parties, shopping expeditions and general festive to-do list stress, before taking a sip of his favourite Starbucks drink slows the pace.

Once things stop being so hectic, he can reconnect with his loved ones and experience the real joy of the season.

Launching across TV, digital, out of home, and earned, owned and experiential media, the campaign hopes to centre joy and connection with loved ones during Christmas.

Michelle Chin, Vice President of Marketing and Product at Starbucks, said: “Amidst the holiday rush, Starbucks can offer a moment of calm when it’s needed most. Drink In, Breathe Out is about uplifting the everyday by encouraging more moments of calm amidst the chaos.

She continued: “We want to remind people that we’re a community coffee house where people can pause, reconnect, and share meaningful moments, whether with loved ones or with themselves.”

Alongside the campaign, Starbucks is launching its holiday menu for this year. In the returning recognisable red cup, customers can experience Toffee Nut Lattes, Gingerbread Cream Iced Chai Tea Lattes, and Caramel Waffle Cream Iced Lattes.

Partnerships with Edelman, We Are Social and Havas, are bringing the campaign to live across the EMEA region.

By focusing on slower moments of calm in the hectic festive season, Starbucks embraces those often ignored quiet joys of Christmas. By centering people and their range of experiences and emotions, the ‘Drink In, Breathe Out’ campaign demonstrates an understanding of real consumers. The whimsical animation captures the magic of the season, whilst championing human connection and real festive joy.