Mr Kipling's nativity play ad is the by-product of a "Cannes-obsessed culture" according to M&C Saatchi creative director Mark Goodwin, adVENT Day: 17

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 creative director at M&C Saatchi, Mark Goodwin.

Now there are lots of contenders for the Christmas turkey – Littlewoods, Iceland and Debenhams regularly serve up some pretty dreadful yuletide fare.But my choice is actually a very creative ad. Well, creative in the sense that putting anthrax into a party-popper is creative, but that doesn’t mean it’s a good idea.So get ready for…drumroll…The Mr Kipling Nativity TV spot. Anyone remember it? I can’t forget the thing. Essentially it’s a particularly graphic birthing scenario that turns out to be a nativity play. Directed by Mr Kipling, who it seems is better at fondant fancies than nativity plays. (Although having tasted some of Mr K’s confectionary this isn’t as cut and dried as it seems.)So, why do I loathe it so much?Well, it’s not because having a nativity play performed by adults stretches credibility somewhat.Nor is it the gag that, in a sketch show, may raise a weak smile.It’s not on religious grounds, although it seems a little distasteful. What next, the Easter crucifixion spot for B&Q half-price timber?It’s not even badly shot. Indeed, if Mr Kipling did direct it someone should sign him up.And it’s not the weakness of the whole idea – Mr Kipling’s rubbish at nativity plays etc, but great at cakes. Which is like saying Sweeney Todd wasn’t much of a barber, but he made lovely pies.No, it’s the vanity and arrogance that forced something so wrong through whatever passed for an approvals process. I don’t blame the creative team. Our Cannes-obsessed culture breeds this sort of thing and you can see them excitedly getting their dinner suits cleaned in anticipation. But what did it do for the brand or the sales? It just feels like a case of ‘let’s do something that will make us famous’ rather than ‘let’s do something famous that will work’.It’s little wonder that clients sometimes view their agencies with such suspicion.Tidings of comfort and joy to you all.Mark Goodwin is the creative director at M&C Saatchi where clients include the likes of Virgin Holidays and HP, and recent new wins such as Peroni, Twitter, Transport for London and Vertu. During his career Mark has worked for the likes of Legas Delaney, Bartle Bogle Hegarty, and BBDO.IRNBRU's snowman sticks two-fingers up at Coca-Cola's "holidays" says Albion executive creative director Nick Darken in his 16 December adVENT.