Plenty: Xmess by AMV BBDO
- Location:
Plenty, the leading household towel brand, is embracing mess this year with a campaign that bucks the conventions of festive advertising and gives us a story of Christmas love as it really is, mess and all.
The first work for the brand from Plenty’s new agency, AMV BBDO, the ‘Xmess’ film is set to the track ‘Love Hurts’ by Nazareth, and is directed by award-winning and Emmy-nominated director, Steve Rogers.
All the ingredients of a conventional Christmas ad seem to be there: decorations are up, relatives are gathered, wearing festive jumpers, cooking & cheersing together...
But the reality is, Christmas with our loved ones is ‘always a mess. But it’s our mess. And there’s no place we’d rather be.’ As the track ‘Love hurts’ suggests, it can test our love to the limit. But the rest of the campaign affirms: ‘Love is stronger than spilled gravy and baby vomit. And so is Plenty’,
Credits
Creative Agency: AMV BBDO
Executive Creative Directors: Nicholas Hulley, Nadja Lossgott
Creative Director: Toby Allen & Jim Hilson
Copywriter: Dan Warner & Prabhu Wignarajah
Art Director: Jamie Starbuck & Andy Vasey
Agency Planner: Margaux Revol
Agency Account Team: Sara Abaza, Harry Buggé, Terrance Obeng
Agency Producer: Edwina Dennison
Media Agency: Zenith Media
Media Planners: Anna Shaw, Nicola Gow
Production Company: Somesuch x Revolver
Director: Steve Rogers
DOP: Simon Duggan
Photographer: Derek Henderson
Art Producer: Fiona Bailey
Design & Typography: Max Henderson
Production Co. Producer: Caroline Kruck, Seth Wilson, Lee Groombridge
Post-production Company: Time Based Arts
Business Affairs: Michelle Holmes, Cate Killeen
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)
Essity global:
Martina Poulopati, Global Marketing & Communications Director
Julia Safanova, Global Brand Communication Manager
Essity UK:
Nicola Coronado, Marketing Director UK, Ireland
Iain Lavelle, Marketing Manager (Plenty Brand)
Leanne McLeod - Brand Manager (Plenty)
Essity France:
Jennifer Diaz, Marketing Manager
Arnaud Montcru, European Marketing Director, Household Towels
Alix Arnaud - Web / Digital Content Manager
Juan Pava, Brand Manager