We've seen a great deal of mouthwatering food in this year's crop of holiday ads, but here's one that might make you want to throw up instead.

AMV BBDO's ad for the Essity-owned paper towel brand Plenty doesn't pull any punches—it's all about all your horrible, nasty holiday messes. From a cat getting tinsel stuck up its behind to baby sick, spilled wine, dog pee under the Christmas tree, drone accidents and the inevitable turkey drop, the film  has it all, set to the soundtrack "Love Hurts" by Nazareth. "It's always a mess..but it's our mess," says the narrator.  

The spot, directed by comedy veteran Steve Rogers via Somesuch x Revolver,  is running in the U.K. Ireland and France. It will be supported by a social campaign encouraging people to join in and share their messy #Xmess moments. It's AMV's first ad for Plenty (the agency already creates campaigns for Essity's Libresse brand including the award winning Viva La Vulva and Womb Stories).  More work in 2021 will build on the new brand platform.

"After decades of spotless kitchens and Truman-show families, it was time to stop demonizing mess or celebrating it as if it was lovely," said Martina Poulopati, gobal marketing & communications director for Essity’s household towels business, in a statement. "Plenty is the first brand adopting a radical honesty where life with our loved one is depicted the way it really is: messy, occasionally yucky, and sometimes downright revolting. But that’s what real love is: when you invite people into your life, you accept the collateral damage.” 

“I just felt that Christmas is rarely represented as it really is, and I thought this was a wonderful opportunity to be a little more honest," added Rogers. "The odd thing is, that for most of us, despite the madness, we keep going back for more, year after year. It’s a strange and masochistic reflection of our deep familial love.”