Erling Haaland’s Cameo in Db’s Holiday Campaign Couldn’t Be Better

From capturing chaos at the airport to portraying its jet-setting audience, Db’s seasonal campaigns have consistently served as an outlet for playful storytelling, setting the brand apart from traditional editorial ads.

This year’s holiday campaign is no different. Tapping into the spirit of self-reflection and togetherness prominent at this time of year, Db joins forces with brand partner and Manchester City FC striker Erling Haaland to answer the one question it gets asked most by consumers, journalists, and even retailers: What does Db stand for?

Explaining the focus behind the campaign, Db chief marketing officer Jonathan Weaver, shares, “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.”

Reminiscent of the popular festive film National Lampoon’s Christmas Vacation, the campaign opens by following four friends on a scenic road trip. As they load their luggage from the brand’s forthcoming Ramverk AluTM. collection, they begin deciphering the name Db – suggesting “duffle bags,” “double bicep,” and other outlandish acronyms. It isn’t until Haaland passes by in a short cameo at the end of the campaign that they get the answer. Lifting the lid on the prized question, he simply responds, “It’s just Db.”

Watch the 2025 holiday campaign in the gallery now. To shop the latest arrivals from Db, head to the brand’s website now.