It’s always fun when something as over-hyped as the joy of Christmas is given a reality check and who better to do that than AMV BBDO and Essity? There is no whitewash in their relatable humour and no one has been brave enough to subvert a tradition as honestly as this until now.

That it’s a commercial for paper towels even has its own intrinsic humour. What a wonderful first work by AMV BBDO for Plenty.

The 90-second film, Xmess, is set to the track, Love Hurts, by Nazareth and is directed by Revolver co-founder, Steve Rogers.  

The film ends with the life-affirming message that Christmas with the fam is “always a mess. But it’s our mess. And there’s no place we’d rather be.”

Rogers commented, “I just felt that Christmas is rarely represented as it really is, and I thought this was a wonderful opportunity to be a little more honest. The odd thing is, that for most of us, despite the madness, we keep going back for more, year after year. It’s a strange and masochistic reflection of our deep familial love.” 

Toby Allen, AMV BBDO deputy executive creative director, added, “Christmas is a time of love, but it’s not all kind hearts and smiles – it’s complex, chaotic and messy.”

Martina Poulopati, global marketing & communications director for Essity’s household towels business, stated, “After decades of spotless kitchens and Truman-show families, it was time to stop demonising mess or celebrating it as if it was lovely. Plenty is the first brand adopting a radical honesty where life with our loved one is depicted the way it really is: messy, occasionally yucky, and sometimes downright revolting. But that’s what real love is: when you invite people into your life, you accept the collateral damage.” 

The campaign launched on November 15 and runs for six weeks in the UK, Republic of Ireland and France across TV, VOD, social, press, point of sale, and digital out-of-home. It will be supported by a social campaign encouraging people to join in and share their messy #Xmess moments. It will be followed in 2021 with more work that builds upon its new brand platform.

Credits

Agency: AMV BBDO

Executive Creative Directors: Nicholas Hulley & Nadja Lossgott
Creative Directors: Toby Allen & Jim Hilson
Copywriters: Dan Warner & Prabhu Wignarajah 
Art Directors: Jamie Starbuck & Andy Vasey
Planner: Margaux Revol
Account Team: Sara Abaza, Harry Buggé & Terrance Obeng
Producer: Edwina Dennison
Business Affairs: Michelle Holmes & Cate Killeen

Production Company: Somesuch x Revolver
Director: Steve Rogers
DOP: Simon Duggan
Photographer: Derek Henderson
Art Producer: Fiona Bailey
Design & Typography: Max Henderson
Producers: Caroline Kruck, Seth Wilson & Lee Groombridge

Post-production Company: Time Based Arts
Audio Post-production: Sam Ashwell @ 750mph
Editor: Rich Orrick & Jamie Hodgson @ Work Editorial

PR (UK): Hannah Craig, Senior Account Director, FINN Comms (UK)
PR (Global): Olivia Sealy, Ketchum (Global)

Media Agency: Zenith Media