Nicky Bullard, creative director at LIDA dishes on Iceland's dodgy 2012 'Pure Imagination' ad, adVENT Day: 2

Behind the windows of this very special Drum adVENT Calendar you’ll find a different member of the creative industry venting their feelings on a Christmas ad, or ads, they love or loathe. Today it's Nicky Bullard, creative director at LIDA.

Mum’s gone to Iceland. Not the shop. The country.She’s just watched the shop’s Christmas ad.Now I love a bit of sentimentalism me. Oh how I wept last year at JL’s effort when that little chap wasn’t thinking about himself but his ma and pa (my two boys on the other hand wouldn’t have noticed if we’d died in our sleep as they ripped open their WWE wrestling ring and Nintendo DS).I also love the song 'Pure Imagination' from Charlie and the Chocolate Factory. Particularly when it’s in Charlie and the Chocolate Factory. Not when it’s the soundtrack to a Black Forest Cheesecake, some dodgy looking duck spring rolls and NEW salmon ‘crowns’ whatever the hell they are.To be fair, the little girl is very sweet. But not as saccharin as the tartar inducing desserts piled up on a table that gives me dyspepsia just by looking at it. Is it just me or does the star of the show, the food, not look that great? Do I want to eat any of it? Even when I’ve drunk a bottle of Prosecco, two snowballs and a vat of red wine? No. Well ok. Maybe just one duck spring roll. The ad looks about as expensive as the food. But I guess that’s the point. No -frills fare that won’t cost more than a couple of bob, that all your pissed rellies will eventually wolf down.Will I be popping into a store? Nah. Single ticket to Reykjavík please.Nicky Bullard is creative director at LIDA. LIDA has run campaigns for the likes of MINI, RAF recruitment and the NHS. Nicky has also holds the role of head of copy at LIDA/M&C Saatchi.Check out Big creative director Billy Mahwinney's adVENT on Heineken's 1974 Christmas classic