Let’s ignore how Coles and Woolies are trying to outdo each other this Chrissy, until (unless) they do something worth noting. The important competition this year is between David Jones and Myer. Both have risen to the challenge with new found creative aptitude.

Family love may be a tried and true Chrissy ad classic theme, but Whybin\TBWA, Sydney has found a new scenario that reawakens its ad-power and threaded through it a soundtrack that squeezes every molecule of emotion possible into the narrative.

…This is where Nylon comes into the story. Whybin\TBWA, Sydney called both Tina Arena and Nylon Studios to make sure that the song, The Things We Do For Love, gives the ad max impact.

Nylon Studios knows that connecting artists with brands can often be like herding cats – chaotic and unpredictable with unexpected changes in direction.

But it did the job with aplomb. The Things We Do For Love was made famous by 10CC in 1977. It needed an update. Nylon’s job was to arrange the track in a manner that would communicate the key message that everything we do at Christmas is love in action and revitalise its power to evoke feeling.

Nylon worked with Tina Arena, her manager and record label to deliver a body of content that included two full length versions of the track, the TVC soundtrack and several behind the scenes videos.

Nylon has the advantage of owning its own recording studios. Working in Nylon’s Coach House studio meant that the process of tweaking and trying was easy. In fact, it enabled the creation of the additional behind the scenes content that elaborated on the story behind the slogan.

Tina’s powerful social media profile extended the reach of the campaign markedly. The Things We Do For Love videos have already notched up over 750,000 cumulative hits on YouTube and the two versions are available to download on iTunes, with proceeds being donated to the National Breast Cancer Foundation.

Nylon Studios director of music, Mark Beckhaus, remarked that music is the most shared medium that touches people in the most emotive way possible.

“When harnessed correctly, this type of publicity cannot be matched and exponentially increases the role of music in advertising. From U2 and Apple, Lady Gaga and Doritos to Miley Cyrus and EOS, never before has the integration of music artists and brands been more powerful,” he noted.