Since 2015, Celtic’s Christmas adverts have been as much a part of the festive season as mince pies and Mariah Carey. With every passing year, the club has managed to blend their rich history, humour, and a hefty dose of sentimentality into campaigns that unite the support and remind us what the season is all about. This year’s effort, starring Scottish acting legend Tony Roper as ‘Joe,’ a Celtic-daft grandfather living his lifelong dream, might just be their finest work yet.
Joe’s Dream: A Magical Journey
The advert opens with Joe being quizzed by his wide-eyed granddaughter on Christmas Eve. Their bond is unmistakable, united by shared love for the Hoops. As the granddaughter prays for a dream where she and her granda play for Celtic, we’re whisked into a festive reverie where fantasy and nostalgia intertwine.
Cue the Celtic team bus, where Joe is greeted by none other than Kasper Schmeichel—because of course, the Dane now wears green and white. Greg Taylor’s instantly recognisable “sorrrry” gets a chuckle-worthy cameo, grounding the surreal in some light-hearted familiarity. But it’s when Joe steps off the bus and into the sanctum of Celtic Park that the magic really begins.
Walking into the dressing room, Joe is handed a No.7 shirt—the number steeped in the legend of Jinky, Larsson, and now Joe. Brendan Rodgers delivers the team talk with an earnestness that makes the dream feel real. And when CCV hands him his boots, it’s hard not to feel a lump in the throat.
Out on the pitch, the moment fans will talk about for weeks arrives: Scott Brown, back in a Celtic jersey, struts into view, bringing a dose of Broony swagger. Joe Hart, perched in the gantry, delivers commentary, while Jimmy Johnston—brought to life through some clever CGI wizardry—jinks his way down the wing, reminding us why he remains immortal in Celtic folklore.
The crescendo comes when Joe glances towards the stands, only to see his departed wife, radiant and smiling, watching from the terraces. It’s a gut-punch moment, beautifully executed, tapping into the universal themes of love, loss, and the things we hold dear.
A Perfect Balance
Celtic’s Christmas ads have always flirted with the fine line between heartfelt and cringeworthy, and this year’s effort comes close—but crucially, it doesn’t cross it. Instead, it hits the sweet spot, blending nostalgia, humour, and just the right amount of festive magic.
Tony Roper’s portrayal of Joe is pitch-perfect. The actor, already beloved for his role as Rab C. Nesbitt’s mate Jamesie, brings an everyman warmth that makes the advert relatable, regardless of age or background. His chemistry with the young actress playing his granddaughter ensures the emotional core of the story never feels forced.
The cameos are well-judged, too. Scott Brown’s inclusion will delight fans still pining for his on-field presence, while the CGI Jimmy Johnston offers a poignant reminder of Celtic’s enduring legacy. And the final touch—Henrik Larsson signing a book for Joe and winking at the camera—feels like a bow on the perfect Christmas gift.
More Than an Advert
Celtic’s Christmas ad isn’t just a marketing ploy; it’s a celebration of everything that makes the club special. The emphasis on family, history, and shared dreams resonates deeply with supporters, reminding them that Celtic is more than a football club—it’s a community, a legacy, and, for many, a way of life.
As Joe and his granddaughter wake up from their shared dream, and the delivery of his used boots and signed Larsson biography arrives at the door, the line between fantasy and reality blurs. It’s a moment of pure Celtic magic, leaving fans misty-eyed but smiling.
Verdict
This year’s advert is a triumph. It tugs at the heartstrings without veering into saccharine territory, celebrates the club’s history without feeling self-indulgent, and brings a festive cheer that only Celtic could deliver.
Watch the full thing
