It’s a tough holiday season with soaring Covid-19 infection rates causing many to cancel their parties and family gatherings (wisely).
But could Christmas be canceled altogether? Faced with such a calamity, one of Santa’s elves turns to the holiday experts: the magical mascots that represent occasions such as St. Patrick’s Day, Easter, Halloween and Valentine’s Day. Although she doesn’t have a day of her own, the tooth fairy is on deck to offer her unique brand of dental solutions.
The eclectic get-together is the UK’s Channel 4’s first vacation ad to recognize that this is a different holiday than any other.
Just when it looks like the holidays can’t find anything in common, a new character joins the conversation to serve as the voice of unity and joy. But his chances of success may be limited by an obstacle: Nobody seems to recognize him.
Everyone seems to have ideas, even if they aren’t what marketers might call “actionable”. Valentine’s Day Cupid is particularly overwhelmed and problematic and asks himself: “What if not everyone touches someone, but everyone touches everyone?”
Of course, the tooth fairy only believes that everyone will be happy about teeth. (Maybe she’s just looking for ways to get rid of all of the molars and incisors she’s gathered over the centuries?)
If, like these magical mascots, you don’t recognize our late arrival, he’s the comforting manifestation of Pancake Day or Mardi Gras – often overshadowed by Mardi Gras on the same day here in America. (Both Mardi Gras and Mardi Gras were born from the same idea of filling your stomach before embarking on the lean times of Lent.)
While the spot was being developed by 4Creative’s in-house studio, it was staged jointly by David Kolbusz, Creative Director at Droga5 London, and his frequent collaborator Jeff Low from Biscuit Filmworks. (Low and Droga5 London, Adweek’s International Agency of the Year 2020, have also teamed up for the latest ads for SetApp and the microwave-safe burger brand Rustlers.
In addition to sharing a message about the shared experience of an odd Christmas season, the ad is also intended to portray the diversity of people that make up Britain.
“Channel 4 is here to ensure that alternative voices are heard that reflect an inclusive modern Britain,” said CMO Zaid Al-Qassab. “We believe our family of Christmas mascots is a fair reflection of the diversity of many British families who are doing their best in difficult circumstances this Christmas season.”
Merry various credits
Executive Creative Director – Lynsey Atkin
Deputy Executive Creative Director – Eoin Mclaughlin
Creative – Chris Rice, Greg Carter, Lydia Raghavan
Head of Production & Operations – James Turnham
Executive Producer, Branded and Specialty Projects – Shananne Lane
Campaign Producer – Louise Oliver
Head of Brand & Marketing Operations – Matt Berry
Biscuit Filmworks UK
Director – Jeff Low & David Kolbusz
MD / Exec Producer – Rupert Reynolds-Maclean
Production Manager / Producer – Samantha Chitty
Production manager – Roma Nesi Pio
Production Assistant – Georgia Mills
Cinematographer – Alex Melman
Production Designer – Lou Corcoran
Wardrobe hair stylist – Michelle May
Hair and make-up artist – Susana Mota
Processing company (offline) – work desk
Editor – Saam Hodivala
Post production – Electric Theater Collective
Color quality: Luke Morrison
VFX: Richie White
Audio Post Production Factory
Sound design and mix – Anthony Moore and Mark Hills
Audio Producer – Beth Massey