Uncommon: Chilly’s pits itself against overthought Christmas gifts

10 million unwanted presents are expected to be discarded in Australia this Christmas. A lot of thought and worry will have gone into the giving of a lot them. Give too much thought to a present can lead to some quite odd decisions.

Uncommon Creative Studio, which seems to be putting out one ad hit after another, has created a new comedic masterpiece of advertising that uses this fact of giving for reusable water bottle brand, Chilly’s. It’s Chilly’s first campaign, although the company was founded in 2010.

In the TVC, knowing that a friend is interested in DNA leads to one man’s decision to find and give him his unknown half-brother. He goes to inordinate lengths to do so. Chilly’s point is Gift Responsibly. The TVC is supported by print, OOH and social executions which juxtapose similarly awful presents, including a cake made out of someone’s breast milk and an ASMR mixtape of someone’s crying in the toilet, with a Chilly’s bottle.

The TVC was directed by Aaron Stoller through Biscuit, and is running in top prime time shows such as I’m a Celebrity Get Me Out of Here and Gogglebox.

Nils Leonard, co-founder, Uncommon, stated, “Gift Responsibly. Buy stuff that doesn’t kill the planet. Buy stuff that doesn’t freak out people you’re related to. Chilly’s are an incredible brand, Uncommon are chuffed to partner with them to make Christmas work a bit better.”

James Butterfield, founder and managing director, Chilly’s, added, “When choosing our first creative agency we were really looking for partners who could deliver campaigns and ideas that will work on a global scale, but without the large agency feel. Uncommon is such a good fit for us as they are still at the beginning of their journey, and looking to make really game-changing work. We also wanted to work with a team that isn’t afraid to do something a bit different, and Uncommon certainly isn’t. Uncommon’s interest in sustainability was also a real draw, such as the creation of Halo and their work with OVO.”

Uncommon will also launch a brand campaign next year as Chilly’s enters its 10th anniversary, expanding the brand’s presence into new global markets and promoting its developing product range.