Have to

Have to

“Have to” (Müssen) is the new Christmas ad for Germany’s largest supermarket chain, Edeka. The film is directed by Greg Gray of Velocity, created by the Jung von Matt/Alster agency and the production is by Fox Devil Films and DELI PICTURES.

While the message behind the film suggesting that time is the most precious gift, is not an uncommon one, the execution is exceptionally fresh.


Click on the settings icon to enable captions in english for the lyrics to the piano nursery rhyme narrating the story.

Greg Gray is a South African director who has a reputation and skill for absolute attention to detail and it is this intense crafting that sets his work apart. At the heart of his passion for making great films is his unwavering belief in the idea always being the hero and recognizing the importance of this and enjoying the reward of seeing it successfully brought to life. He was featured as one of three CFP-E SHOTS Young Directors at Cannes in 2002.

To watch last year’s Edeka’s multi-awarded Christmas ad “Home Coming” click here.

All images © Velocity / Edeka “Müssen” directed by Greg Gray

One Comment

  1. What a great message. We all need to slow down and spend quality time with our families.

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