The surprise ending of the year. Do not watch this commercial with your children – and not just because it questions the reality of Santa. In a deluge of Christmas commercials, 10 Days’ X-rated ad for Fussy deodorant may well be the one that is talked about this year.
The campaign launches natural deodorant brand, Fussy’s limited-edition Santa-inspired scent. The product in itself is a clever idea. Everyone knows what Santa looks like, bushy white beard, a pair of big black boots and red suit with a snowy-white fur trim. What he smells like has been a mystery until now.
The launch campaign, directed by 10 Days chief creative officer, Jolyon White, is led by a film that reimagines the spirit of Christmas in a never-before-told festive fable – an X-rated explanation as to why a young boy’s parents smell exactly like Santa Claus.
Jolyon White, chief creative officer 10 Days, added, “We wanted to create something that was going to stand out from the sea of worthy and samey Christmas ads. A festive story that’s never been told before (for obvious, X-rated reasons). It’s playful, unexpected, and disruptive – just like Fussy.”
The film is running across digital and social channels.
(What does Santa smell like? According to Fussy, Tonka beans, leather and sandalwood.)
“Matt Kennedy, founder of Fussy, stated “A threesome with Santa might not be everyone’s idea of a Happy Christmas…thankfully that’s why we’ve launched a Santa scented deodorant.”
Credits:
Client: Fussy
Founder: Matt Kennedy
Creative Marketing Lead: Charly Gabriel
Creative Agency:10 Days
Creative Director: Jolyon White
Creatives: Izzy Stordy & Stas Karageorge
Strategist: George White
Director: Jolyon White
First AD: Joe Ramsden
DOP: Josh Armstrong
Creative Producer & Set Design – Eleanor Harvey
Sound: Dominic White
Gaffer: Raf Nocerino
HMUA: Doey Drummond
Edit & Grade: Josh Armstrong
Music & Sound Design: Dominic White
Special Thanks to Cath Kennedy; Lee & Olu @ Leebra
