From capturing the chaos of airports to portraying its jet-setting audience, Db has long used seasonal campaigns as a platform for playful storytelling. This approach distinguishes the brand from traditional editorial ads while resonating with its audience through humor, relatability, and imagination.
A Collaboration with Erling Haaland
This year’s holiday campaign continues that tradition, tapping into themes of self-reflection and togetherness. Db partnered with Manchester City FC striker Erling Haaland to answer a recurring question from consumers, journalists, and retailers: what does Db stand for? Explaining the campaign’s focus, Jonathan Weaver, Db’s chief marketing officer, said, “There is an incessant desire to find a deeper meaning in everything. We’ve played with various monikers, titles, and nicknames, but ultimately, what we always come back to is that it’s less about what we are called and more about what we believe in. And, we stand for the belief that if we go out into the world, we come back as better people.”
A Festive Narrative with a Twist
The campaign, reminiscent of National Lampoon’s Christmas Vacation, opens by following four friends on a scenic road trip. As they load their luggage from Db’s upcoming Ramverk Alu™ collection, they jokingly speculate about what Db might stand for, suggesting terms like “duffle bags” or “double bicep.” The playful guessing continues until Haaland makes a brief cameo, casually revealing the answer: “It’s just Db.” The lighthearted campaign blends humor and festive cheer while reinforcing the brand’s philosophy.
The 2025 holiday campaign is now available to view online, and shoppers can explore the latest arrivals from Db via the brand’s website.