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At the core of this campaign is an unexpected but brilliant metaphor: the Turtles Turtleneck. If we imagine, we can see it in our mind's eye: the frantic energy of a holiday dinner, where family members are debating politics, kids are fighting over dinner rolls, and your sister’s awkwardly navigating her relationship drama. Amidst all this familial drama, one overwhelmed holiday hero finds solace in an unlikely place - a chocolate turtle. 

But what really makes this commercial stand out is how the simple act of indulging in a piece of Nestlé Turtles chocolate can bring about a moment of calm, symbolised by the hero’s literal transformation into a turtle - his turtleneck expanding to form a shell of tranquillity.

This clever concept is the brainchild of Courage, an independent creative agency founded by Dhaval Bhatt and Joel Holtby. Courage’s mission is simple: to help people and brands find their courage. With the Turtles campaign, they’ve certainly done that - by embracing both humour and nostalgia to create a deeply relatable message for the holiday season.

The creative direction behind the ad draws inspiration from classic Christmas films such as Home Alone and Christmas Vacation, capturing their frantic, yet beloved, holiday energy. Staples of the season, these films are known for their chaotic depictions of family gatherings, and that’s exactly the feeling the campaign wanted to channel.

“We wanted to capture that intensity, that feeling of everything happening at once - whether it’s the noise of family, the rush of last-minute gift-buying, or the stresses of holiday preparations,” says Dhaval Bhatt, co-CCO. “But at the same time, we wanted to show how, in the midst of that craziness, there’s always room for a little calm. The Turtles Turtleneck is a fun, metaphorical way to show how that moment of peace feels: wrapping yourself up, finding refuge, and indulging in something that brings comfort.”

The commercial’s clever use of camera work, high-paced editing, and a visually dynamic style helps exaggerate the chaotic atmosphere. As the hero of the ad struggles to keep it together, the frantic pace builds until - just when he’s at his breaking point - he retreats into his own personal shell. The chocolate becomes the escape, and the turtleneck, which slowly unfurls around his neck, becomes a shield from the holiday madness.

“We wanted to create something visually compelling, something that felt relatable,” adds Justin Abernethy, the director behind the campaign from Spy Films. “The Turtles brand has this rich history of being tied to holiday moments, but we wanted to tell a story about why it’s so comforting. It’s not just about chocolate - it’s about taking a step back, slowing down, and giving yourself permission to take a breather.”

For Courage’s strategy director, Derek Mollenhauer, the campaign speaks to a deeper emotional truth about the holidays. While the season is about connection and togetherness, it’s also about carving out moments of solitude - something especially needed in Canada, where long winters heighten the desire for personal space.

“We all know that the holidays are about connection, but they can also be intense,” Derek explains. “Sometimes, you need to take a moment for yourself. That’s where the insight came from: finding moments of escape, no matter how small, is universal. The Turtles Turtleneck represents that peaceful refuge - a light hearted, physical manifestation of what we all want when things get overwhelming.”

This year’s campaign builds on Turtles’ previous 'Slow Down the Holidays' message, which encouraged people to embrace a slower pace amid the hustle and bustle. The Turtleneck adds a playful, tangible symbol to that idea, transforming it into a memorable, shareable moment. The turtleneck, like a turtle’s shell, offers a way to retreat and recharge in the midst of holiday mayhem. 

And, in keeping with the tongue-in-cheek humour of the campaign, the Turtleneck isn’t just metaphorical - it’s an actual product that people can buy through the campaign website, .

“We love how the campaign turned out because it’s simple, but it’s also meaningful,” says Joel Holtby, co-CCO. “It’s not just a fun idea, it’s a reflection of what we all feel during the holidays. The Turtles Turtleneck captures that urge to retreat, and it does so in a way that’s unexpected and fun.”

As the holidays draw near, the Turtles Turtleneck campaign is a timely reminder that, amidst the craziness of the season, there’s always a moment to pause, breathe, and indulge in the simple pleasure of a chocolate treat. Whether you’re sneaking away for a quick bite of Turtles in a quiet corner or sharing the experience with loved ones, this ad reminds us that the best way to slow down the holidays is to escape into your shell, one bite at a time.