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Plenty: Xmess by AMV BBDO

Agency: AMV BBDO
Client: Plenty
Date: Nov 2020
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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