Christmas ad alludes to Christ

Which is a lot rarer than one might have expected. While most Christmas has come to be associated with secular traditions, and ad campaigns do a grand job of reflecting sharing & caring, giving & receiving, fun & festivity, very few make recognisable reference to the actual origin of the Christian religious holiday - a celebration of the birth of Christ in the form of the baby Jesus. This 'Cqrry the Light' campaign is by Austria's Erste Group. The banking group has been building the reputation of delivering the most surprising / unusual campaigns at Christmas, and this is no exception. Difficult for animal lovers and cruelty haters to watch, it delivers hope under the slogan 'Sometimes the smallest can carry the greatest light', and is certainly garnering attention,with more than 10M views and overwhelmingly positive comments on YouTube at time of writing. Many may question the contemporary phrase 'believe in yourself' hashtag attached to a profoundly divine reference, others will laud the fusion of old/new and the tribute to suffering, and some could find the idea of a bank advertising in this way distasteful. How does the campaign strike you?

Keywords: Erste Group 'Carry the Light', Erste Christmas 2025, Christmas ads 2025, Christmas ad divinity, religious reference in commercial ad, Jung von Matt DONAU