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Plenty, the leading household towel brand, is embracing mess this year with a campaign that bucks the conventions of festive advertising and gives us a story of Christmas love as it really is, mess and all. The first work for the brand from Plenty’s new agency, AMV BBDO, the ‘Xmess’ film is set to the track ‘Love Hurts’ by Nazareth, and is directed by award-winning and Emmy-nominated director, Steve Rogers. All the ingredients of a conventional Christmas ad seem to be there: decorations are up, relatives are gathered, wearing festive jumpers, cooking & cheersing together... But the reality is, Christmas with our loved ones is ‘always a mess. But it’s our mess. And there’s no place we’d rather be.’ As the track ‘Love hurts’ suggests, it can test our love to the limit. But the rest of the campaign affirms: ‘Love is stronger than spilled gravy and baby vomit. And so is Plenty