U.K. reusable water bottle brand Chilly's has a Christmas campaign this year, and in line with its environmental benefits, it's all about gifting "responsibly."
Agency Uncommon has taken this in a comedic direction with an understated comedic ad, in which a man goes way too extreme when trying to get his father-in-law a thoughtful gift. In an attempt to indulge Dad's love of family history, he stole some DNA (by way of seducing "Grandma Besty"), tested it in an underground lab, found a match and went to great lengths to track down a long lost family member in France. "Don't overthink it this Christmas. Gift responsibly," goes the tagline.
The spot was helmed by comedy veteran Aaron Stoller of Biscuit, with pitch-perfect facial expressions from the nervous son-in-law and bewildered parents (and particularly Grandma Betsy).
As well as the TV ad, which is running during primetime shows like "Gogglebox," there's a print and outdoor campaign featuring other examples of extravagant overthought gifts, from a cake made out of someone’s breast milk to an ASMR mixtape of someone’s overheard crying in the toilet.
The campaign is the first for the 10-year-old brand from Uncommon. “When choosing our first creative agency we were really looking for partners who could deliver campaigns and ideas that will work on a global scale, but without the large agency feel," said James Butterfield, founder and managing director of Chilly’s, in a statement. "Uncommon is such a good fit for us as they are still at the beginning of their journey, and looking to make really game changing work."