END. unveils its latest campaign, A Very Merry END., a playful yet purposeful celebration of gifting, connection, and community through a distinctly regional lens.
The festive film follows a group of Santas from END. locations across Newcastle, Glasgow, and Milano all arriving a little too early to collect their gifts in-store. As they debate opening times, they check in with their London counterpart, who’s already settled by the fire, unwrapping his gifts through the END. app.
Blending humour, warmth, and the brand’s unmistakable visual identity, the campaign explores how regional cultures and personalities come together under one global END. community. Traditionally known for its product-led storytelling through collaborations, editorials, and in-store activations, this marks a meaningful shift for the brand toward emotional, narrative-driven communication. The film celebrates the ritual of gifting and the joy of giving, told through END.’s own cultural and creative lens.
The creative direction was inspired by the desire to keep things gritty, real, and unpolished, something that feels authentic and relatable. The concept of ‘Bad Santas’ with regional accents and distinct personalities brings humour and character to the film, while reflecting the individuality of the communities where END. stores are based. Each Santa is a unique expression of local culture and confidence, offering an END. take on a Christmas classic dressed wearing exclusive END. products as well as the traditional costume.
The campaign was developed in collaboration with END.’s in-house Brand Marketing, Creative, Retail, Buying, and Digital teams. This authentic, grounded approach captures the real-world energy of the END. community, blending local spirit with the brand’s global outlook.
In a move away from convention, the campaign is not tied to a specific product drop or collaboration. Instead, it leads with message and emotion, supported by a digital gift guide showcasing curated selections across all categories. In physical spaces, END. stores will feature bespoke gifting displays and seasonal moments throughout December, further bringing the campaign to life.
“This campaign is important for END. as it expresses who we are beyond product. It celebrates connection, community, and the joy of gifting through our own cultural lens. It captures the creativity that sits at the heart of the brand and marks a milestone in our ongoing evolution. As we continue to build deeper emotional connections with our audience, we remain true to our foundations of culture, curation, and creativity broadening what END. means, not just as a place to shop, but as something people connect with.” Sebastian Suhl, Chief Executive Officer, END.
The campaign continues END.’s mission to bridge culture and commerce, bringing a UK-rooted, community-driven perspective to a global audience. It marks the beginning of an annual storytelling tradition, one that celebrates how culture, creativity, and community define the END. brand.
