Q&A with Father Critmas: 'If you don’t get involved…you’re an absolute Critmas pudding'

With Critmas in full swing, Father Critmas spared some time away from his hectic schedule to catch up with The Drum.

How did you become Father Critmas?

In 2016, a scientific experiment was conducted by some advertising creatives. This involved copious amounts of Sherry, Sharpie ink, genetically modified turkey, some test tubes and a bunsen burner. And, when that experiment didn’t work, they 3D printed me out. I then created merrycritmas.com and took to Twitter to build an army of elves that could help me with my mission to wish the creative industry a #MerryCritmas and match junior creatives with creative directors around the world. I delivered a ferocious book crit in my first film, then a horror movie in my second and this year I wanted to do a music video. We’ve already made hundreds of matchups this year with some huge names in the industry and I’ve had a bit of help from my main elves, Nick Entwistle, David Felton, Louise Chorley and Lizzie Owen. I’ve also been sent portfolios directly from some very brave creatives and I can’t wait to roast them ’til they’re nice and crispy.

What's your favourite Critmas song?

What words of advice would you give to any aspiring creative?

Don’t be lazy. You will not walk into a job in this industry and the work won’t come to you.

Your fellow students and juniors are your competition and you need to find a way of getting yourselves ahead of them with your approach. Talent isn’t everything.

So get out there and show your work to people, improve your portfolio and gain experience.

I also recommend taking carrot cake and whiskey to all book crits.

Why do you do what you do?

Some of the bland work I see these days makes me want to rip my mince pies out. And, as the world’s best creative director™, I wanted to do something about it and help junior creatives/students/grads get the advice they need from the best people in the industry. With agencies under more pressure than ever to produce work quickly, it’s more difficult than ever to spare time for book crits but it is extremely important to give back to help the creative directors of the future. That’s why #MerryCritmas was created, so people can give or receive the gift of festive feedback. I also do it because I like to celebrate big ideas and filter out any Critmas turkeys people have lurking in their book.

What has been your favourite Critmas roasting, thus far?

I heard great things from junior creative Jordan Morris, who had an invaluable crit from multi-award winning Rory Sutherland.

To get advice from such a renowned creative figure (who is nearly as good as me) is amazing and can really help kickstart careers.

But there is Critmas cheer being spread all over the world right now in places such as the UK, USA, Australia, Africa, Germany in agencies like BBDO, McCann, Ogilvy, Havas, Isobar, Saatchi and many more. Luckily I’ve got Rudolph and the others to help me make it happen. And, I must mention an exceptional book I critted last year. It was so good... I gave it a 3 out of 10.

How many turkeys have you saved from the oven?

No turkeys get saved. They are basted, roasted, screwed up and binned. I don’t like to beat around the holly bush.

Sometimes I put the creative in the bin too if they have five or more current puns in their book.

Whats your favourite part of Critmas?

I enjoy sharing my genius thoughts with the advertising world on my Twitter feed @Father_Critmas but my favourite bit is making those matches as they create potentially life-changing opportunities for people. Absolutely everyone is welcome to get a crit and I am so proud of my elves for creating a hugely diverse and rewarding campaign for all once again.

Nothing makes me happier. Apart from when Mrs. Critmas brings back a Chinese takeaway and some Ouzo.

Why should young creatives get involved?

Because we have hundreds of senior creatives and creative directors already signed up to give their time. This is an opportunity not to be missed.

If you don’t get involved…you’re an absolute Critmas pudding.

What do you say to accusations that you're not real?

I'm not only more real, but a better creative director that anyone else in the world today. Advertising trends come and go. One year it's so-called "Big Data" and the next it's "Micro Influencers". But I'm no trend or fad. I'm a movement. But I couldn't do it without all the amazing creative professionals who offer their time, feedback and mentorship every year. In a small way, Merry Critmas belongs to all of them. But mostly me. It's pretty much all me.

What’s happening next year?

Well, I’m going to take 10 months off and go all-inclusive in the Bahamas.

Then I will return bigger, better and badder than ever before and get even more agencies involved.

I might even have a #MerryCritmas event too and deliver a ‘Live’ roasting.

Remember there is still time to sign up for this year’s campaign at merrycritmas.com.