Penny Christmas Film ‘The Rift’ Makes Powerful Plea to Mend Divisions Within Society

The four-minute spot addresses the divisions running through society





Anorak Film

One year after the emotional Christmas spot ‘The Wish’ moved people in Germany and around the world, and won multiple awards including a Grand Prix at Cannes Lions International Festival of Creativity, the new Penny Christmas film has dropped.

The four-minute spot called ‘The Rift’ addresses the divisions running through society, and implores viewers to encourage an open dialogue with their neighbors. “The campaign is an urgent call to listen to each other again. A plea for fewer barriers and more empathy: a clear message, even beyond Christmas and more explosively topical than ever,” said the brand in a release.

The film was conceived and realized by the lead agency Serviceplan Campaign in Munich, and directed by Seb Edwards (ANORAK Film).


“Can we talk?” a boy asks his neighbor in the final seconds of the new Penny Christmas film. Just a few minutes earlier, we watched him yell at her in anger. It’s a question people have been asking their neighbours less and less in recent years – and one they should ask much more often. War, COVID, the climate crisis and many other disagreements, large and small, have dominated discussions in recent years. Society is more divided than ever. Yet wasn’t Christmas supposed to be the time to reconcile?

“At our Penny markets, all kinds of people come together. This year, however, we noticed people moving apart more than ever. Different opinions not only divide society, they also cause rifts in our private relationships,” Marcus Haus, Divisional Marketing Manager at PENNY, explains the intention behind this year’s campaign.

“That’s why it was especially close to our hearts to do our part to help notice and ideally mend the rifts in our society. This requires dialogue instead of confrontation and ignorance – and this is exactly where our campaign comes in.”


Christoph Everke, Creative Managing Director of Serviceplan Campaign, added, “We’ve loaded our Christmas film with cultural and social themes that really no one can ignore. Opinions clash and literally break an entire apartment block apart. The topics are taken from real life and portrayed so relentlessly that you can’t help but feel caught out. The film gives you goosebumps, a feeling of uneasiness and hopefully makes you rethink. I’m deeply impressed by the way Seb Edwards and ANORAK have brought our idea to life – and by the courage the PENNY team has once again shown in making a painful yet important subject theirs.”.


Penny Markt GmbH

Dr. Stefan Görgens / Penny-COO

Marcus Haus / Bereichsleiter Marketing

Werner Hesse Quack / Head of Brand Marketing


Christoph Everke / Serviceplan Campaign / Managing Director

Moritz Dornig / Serviceplan Campaign / Creative Director

Matthias Schuster / Serviceplan Campaign / Creative Director

Katharina King / Serviceplan Campaign / Copywriter

Alessia Coschignano / Serviceplan Campaign / Creative Director

Florian Joester / Serviceplan Campaign / Junior Copywriter

Nedim Aktas / Serviceplan Campaign / Copywriter

Elvira Breit / Serviceplan Campaign / Junior Art Director

Laura Rösch / Serviceplan Campaign / Art Director

Vivien Katholing / Serviceplan Campaign / Junior Art Director

Yvan Jonathan Fuchs / Serviceplan Campaign / intern Copy

Alessia Scheffler / Serviceplan Campaign / Junior Account Manager

Frederike Striegel / Serviceplan Campaign / Account Director

Marén Echtermeyer / Serviceplan Campaign / Account Management

Aisha Blackwell / NEVEREST GmbH & Co Kg / Executive Producer

Jennifer Meisels / NEVEREST GmbH & Co Kg / Producer


ANORAK Film GmbH / Production company

Seb Edwards / Director

Kasper Tuxen / DOP

Kave Quinn / Production Design

Fritzi Ngenci / Costume Design Adi Popescu / SFX Supervisor

Stephen Grasso / VFX Supervisor Serban Porupca / Art Director

Tom Lindsay / Editor

Nicolas Becker / Sounddesign

Ken Yasumoto / Soundmix

Ben Lukas Boysen / Music

Christoph Petzenhauser / Executive Producer

Björn Krüger-Levy / Producer

Alex Molea / Service Producer ICON films / Service production:

TRIM / Offline Edit


Julia Todorow / Casting

The Staff

The Staff

Gettin' it done, when the done needs gettin'.

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