By Mark Freeman | managing partner

December 4, 2012 | 2 min read

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 Movement's creative partner Mark Freeman.

It's that time of year again when the creatives of the Western world are tasked to rake out their brains and conjure a new way to express the age-old, well-worn themes of Christmas. We all know the brief: "It's the same product as usual but for the next two months it's got jingle bells on it." And it's also a time when advertisers can expect to be judged more harshly than ever. Look at all the column inches generated by the love-it/hate-it John Lewis snowman ad. You can’t imagine the same kind of strong reactions being generated by their summer sale effort. There are ways around this creative blockage. Coca-Cola have managed to avoid the stress of new Christmas creative by returning to the same campaign year-on-year - and in doing so their adverts have become the Official Herald of Approaching Festivities… "Holidays are coming, Holidays are coming". It's genius, patient, long-range planning and I'm sure there isn't a brand out there that wouldn't love to hold the same position. But my personal, absolute favourite Christmas ad, for similar reasons, is the classic 'Ambassador's Party' Ferrero Rocher spot. "Ambassador, with these Rocher, you're really spoiling us". I know it's not traditionally considered a Christmas ad. There aren't any snow scenes. No Bing Crosby on the soundtrack. But they only really air it at Christmas time. For me, it's always a reminder that in a few weeks’ time, there will be a couple of special days where it’s okay to eat high-calorie chocolate wafer balls for breakfast and, wonderfully, you'll feel classy for doing so. That’s the magic of Christmas.Mark Freeman is creative partner at Movement, in 2002 Mark began working with mobile marketing agency Enpocket and was creative director when they were acquired by Nokia in 2008. Mark’s hobbies include comic art, eating things, and trying to appreciate every piece of music ever recorded.Read Tuesday 4 Decmeber adVENT about 2007's IRN BRU classic from Additive founder Dave Birss
Ferrero Rocher The Drum UK

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