U.K. broadcaster Channel 4 is out with its first-ever Christmas ad, and it's both in keeping with the brand's inclusive, quirky persona and the weirdness of 2020.
#MerryDifferent features a team of "holiday mascots," including the Easter Bunny, St. Patrick's Day leprechaun, Tooth Fairy, a Valentine's Day Cupid and a Halloween Ghost, reacting to the news that Santa is thinking about canceling Christmas. All of them have their own suggestions of how Christmas should go ahead—Easter Bunny just wants kids to find the presents, Tooth Fairy thinks it should be all about teeth and Cupid thinks "Santa should be sexy." However, it's up to the "Pancake Day Pancake" (whom nobody actually recognizes) to deliver the message that "we may all look a little different...and we may all stand for different things...but, like us, different can be good."
The spot was created by Channel 4’s in-house creative team, 4Creative and directed jointly by Jeff Low and David Kolbusz (Droga5 London's chief creative officer) via Biscuit Filmworks.
“Channel 4 is here to ensure alternative voices are heard, which reflect an inclusive modern Britain," said Channel 4’s Chief Marketing Officer Zaid Al-Qassab in a statement. "We think our family of holiday mascots is a fitting reflection of the diversity of many British families doing their best in difficult circumstances this Christmas season.”